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A

PROJECT REPORT

ON

PRINCIPLES OF MARKETING MANAGEMENT: A CASE


STUDY OF CONSUMER RESPONSE TOWARDS CADBURY
CHOCOLATES

Submitted to H.P University Shimla in partial fulfillment of the requirements

For the degree of

MASTER OF ARTS IN BUSINESS ECONOMICS (M.A.BE)

(2015-2017)

SUPERVISED BY: SUBMITTED BY:

Prof. SIKANDER KUMAR SARIKA

CHAIRPERSON Roll No: 516

(Department of economics)

DEPARTMENT OF ECONOMICS

HIMACHAL PRADESH UNIVERSITY, SUMMERHILL

SHIMLA-171005
CERTIFICATE

This is to certify that the project report entitled “CONSUMER RESPONSE

TOWARDS CADBURY CHOCOLATES” submitted by Ms. SARIKA is a


bonafide piece of work conducted under my supervision & guidance. No part of this
work has been submitted for any other degree of any other university. It may be
considered for evaluation in partial fulfillment of the Masters of Arts in Business
Economics.

Dated: Project Guide:

Prof. Sikander Kumar

(Chairperson)

Department of Economics
(H.P.U.)
DECLARATION

I hereby declare that the project has been prepared by me under the guidance of Professor
Sikander Kumar, Department of Economics, Himachal Pradesh University Summerhill
Shimla
I also declare that this project has not been submitted at any time to any other university
or institute for the award of any degree or diploma.

PLACE: HPU, Summerhill, Shimla 05


DATE: SIGNATURE
ACKNOWLEDGEMENT

At the very outset I would like to express my sincere gratitude to my project guide,
Prof. Sikander Kumar, Chairperson of Department of Economics,
Himachal Pradesh University Summerhill Shimla for his support in making
my project successful and giving me his guidance throughout the project and endeavor
period have provided me with the requisite motivation to complete my project
successfully.

I acknowledge with appreciation the inspiration provided to me by my parents and


friends who all were a continuous source of motivation during my study period and
helped me in accomplishment of the project. I am grateful for their cooperation during
the period of my assignment.

SARIKA
M.A.BE
Table of contents

Certificate
Declaration
Acknowledgment
Table of contents

Chapters Title Page No.

1 INTODUCTION

 Marketing Management
 Objective of Marketing Management
1-3
 Importance of marketing management
 Marketing concepts

2 PRODUCTION

 Need for Production


 Sales Promotion
4-9
 Methods
 Promotion techniques of Cadbury
 Methods of sale promotion of Cadbury

3 COMPANY PROFILE

 Company Overview
 Market share
10-15
 History
 The secret of Cadbury’s success

4 IMPORTANCE AND SCOPE

 Objectives of the study


 Product innovations
16-26
 Cadbury products
 Cadbury’s market segment
 The real taste of rejuvenation
5 RESEARCH METHODOLOGY

 Sampling sources
 Research design
27-29
 Research plan
 Sampling method

6 DATA ANALYSIS AND INTERPRETATION


30-50
 Data analysis and findings

7 LIMITATIONS 51

8 CONCLUSION 52

9 Suggestions and recommendations 53

REFERENCES 54

ANNEXURE 55-59

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