CADBURY DAIRY MILK

A project report submitted to RNB Global University for the partial fulfillment of
Bachelor of Business Administration

Submitted To Submitted By
DR. Ajoy Mitra Romesh Somani
(RNBGU201600060)

BIKANER
APRIL 2017
 Acknowledgement
This report would not have been possible without the assistance and participation
of many people. We sincerely appreciate and acknowledge their contribution. But
in particular we would extend our gratitude to RNBGU for providing us such
platforms where we can get chance enhance our personal skills .We are thankful to
Dr. Ajoy Mitra for the constant guidance and encouragement .

(Romesh Somani)
 Executive Summary

The project which I choose is on Cadbury Company which made Confectionery items
and a different type of chocolate products.The product which I choose is Cadbury Dairy
Milk Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This project covers the following topics:

The introduction and the history of the company, Strategic planning of this company like
Vision, mission statement and the customer driven marketing strategies of that company
like ( market segmentation, targeting and positioning).

The project also covers the Four Ps of marketing (Product, Price, Place and Promotional
strategies).
It also covers about the Positioning strategy like how company sets its positive position
and in the minds of consumers. It also tells about logo, Slogans and about the target
market of this product.

Micro and Macro Environment of this company also discussed.

At the last my conclusion about the whole marketing process of that companys product
I also give the reference of those websites which provides me relevant material. And the
recommendations about this project.
 Index
S.NO PARTICULARS PAGE NO.
1 Cover Page (i)
2 Acknowledgement (ii)
3 Executive Summary (iii)
4 Introduction 5
5 Research Methodology 6
6 Findings 7-12
7 Conclusion 13
8 Limitation 14
9 Bibliography 15
10 Appendix 16-17
 INTRODUCTION

Historical Background
Cadbury is a multinational company and the Cadbury dairy milk is a brand of
chocolate which is made by Cadbury. Cadbury made different types of chocolates
and other products which is sold in several countries around the world. It first sold
its products in United States in 1905.

History
Cadburys started as a one man business, opened in 1984 by a Quaker, John
Cadbury, which becomes nowadays Cadbury Limited, and now becomes the
worlds largest chocolate producers. In 1831 the business had changed into grocery
shop and John Cadbury became the manufacturer of the company.

Cadbury Dairy Milk is a worldwide brand of chocolate of United Kingdom Which

made its different types of products and promote in different countries like
Pakistan, India, Italy, Canada, France almost all countries.

Product Varieties
Cadbury made different types of chocolates and other products like:

Chocolates:
Cadbury dairy milk chocolate, Kit Kat, Five Star, clairs, Fruit & Nut, Cadbury
lite, Cadbury Crackle etc

Snacks;
Cadbury bytes

Beverages:
Bourneville, Cadbury delight
Candy:
Cadbury hall
(5)
 Chapter 2: RESEARCH METHODOLOGY

2.1 Scope of the study

To use the data for the promotion of Cadbury dairymilk and to highlight its
among people .

2.2 Objective of the study

To study on consumer preference towards Cadbury and Nestle chocolates.
2. To know the consumers view towards the chocolates.
3. To know which category of chocolate is most preferred.
4. To study on various parameters on which the consumer purchases the
chocolates.

2.3 Research design

Unit- Local public.
Types of data- Primary
Techniques and methods of Data Collection
Primary data was collected through questionnaires
2.4 SAMPLE SIZE
The study was carried out through levels of the customers and the sample size was
30.

(6)
Findings

(7)
(8)
(9)
(10)
(11)
(12)
 Conclusion

Chocolates are one of the most consumed confectionary and are now becoming a
luxury consumable product. Chocolates are continually growing their market and
consumer base all over the world which will become a market of 98 billion. There
is an immense scope for chocolate industry in India. Indian chocolate industry is
unique mix with extreme consumption patterns, attitudes, beliefs, income level and
spending. This unique mix of taste and preferences of the consumer makes some
chocolate brand the top grocers of the market those are Cadbury and nestle. This
research shows that among these two key players Cadbury is more preferred by the
consumers as compared to nestle. There are many reasons for this but the main of
them lies in the taste and availability of Cadbury. The taste of Cadbury chocolates
and mainly dairy milk is something more suitable for Indian consumer taste.

(13)
 Limitations

In attempt to make this project authentic and reliable, every possible aspect of the
topic was kept in mind. Nevertheless, 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. So the
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 of self-
managed questionnaires. Hence, the chances of unbiased information are less.
Some respondents were like that they dont at all like chocolates
People were hesitant to disclose the true facts about how much they spend on their
purchase.
The chance of biased response cant be eliminated though all necessary steps were
taken to avoid the same.

(14)
 Bibliography

1) https://www.franchisehelp.com/industry-reports/chocolate-industry-report/
2)https://globenewswire.com/news-release/2016/07/08/854654/0/en/Global-
Chocolate-Market- Chocolate-Sales-Set-for-Steady-Growth-with-the-Entry-
of-Inexpensive-Local-Brands-Research- Report-2016-2019-2020.html
3)https://qz.com/445298/the-delicious-truth-india-is-one-of-the-fastest-growing-
chocolate-markets-in-the-world/
4)https://successstory.com/companies/cadbury
5)https://en.wikipedia.org/wiki/Cadbury#India
6)http://companies-profiles.blogspot.in/2009/08/nestle-india.html

(15)
 Appendix

1. Do you prefer to eat Dairy Milk?

O Yes O No

2. Which type of Dairy Milk do you Prefer?

O Plain chocolate
O with nuts
O with mint
O with fruit (Raisins)

3.Do you think standard price of Dairy milk is fair?

O Yes O No

4.If there would be a discount on Cadbury Dairy milk,do you think you will
purchase?
O Yes O No

5. Do you consume / purchase cadbury celebration occasionally or usual basis?

6. Have you ever tasted the new Cadbury Silk?

O Yes O No

7. When you think any choclate which brand comes to your mind?
O Nestle
O Amul
O Cadbury
O Other

(16)
8.Can you give your favorite chocolate one adjective?
 O Yummy
O Tasty
O Crunchy
O Other

9. On a scale of 1 to 5, 1 being not important 5 being very important when

purchasing chocolate, how important is following factor to you?

1 2 3 4 5
Price
Taste
Packaging
Availability
Brand
ambassador

11. Do you think cadbury dairy milk is commodity consumed by children only?
O Yes O No O May be

12. Do you believe that now people have become more health conscious that the
need for chocolate has declined?
O Yes O No O May be

13. Do you think sugar free cadbury chocolates should be introduced to attract
health conscious people?
O Yes O No O May be

(17)