INTRODUCTION

Cadbury is one of the leading chocolate manufacturers in India it has a greater

market share and they are the market leaders till now. Cadbury was founded by

Kraft food Inc... In 1903 where the founder J.L. Kraft started selling cheese from a

horse drawn wagon, now the company that touches more than a billion people in

approximately 170 countries. Everyday. One at a time.

In India, Cadbury began its operations in 1948 by importing chocolates.

After over 60 years of existence, it today has six company-owned manufacturing

facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi

(Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata

and Chennai). The corporate office is in Mumbai.

Today market is changing at an incredible pace. In addition to globalization

and technological changes business scenario has changes from manufacturer to

giant retailer. Almost all the company’s are facing strict competitions and trying to

protect their projects to protect their profits. This process downsizing their work

force. In spite of these efforts they fail to increase there revenue. Plan must be laid

down to acquire and keep consumers.

Marketing Management is the analysis of planning, implementation and control of

program designed to create, build and maintain financial exchanges and

relationships with target market for the purpose of achieving and advertising and

promotion manager, marketing manager and marketing vice presidents carry out

marketing work in the consumer market.

Chocolate consumption in India is extremely low. Chocolate in India are

consumed as indulgence and not as Snack Food. A strong volume growth was

witnessed in the early 90’s when Cadbury re-positioned Chocolate from children to

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

consumer base. Leading players like Cadbury and Nestle have been attempting to

do this.

RESEARCH METHODOLOGY:-

The first step in a marketing research process is to define the problem

chosen for investigation. This step is a very significant one, since it is said, “when

the problem is well defined the next step that is the research design becomes easier.

The research design is the basic frame work which provides guide lines for the rest

of the research process. It is a map or a blue print according to which the research

is to be conducted. The research design specifies the method for data collection

and data analysis.The researcher specifically pinpoints that to carry out the

research properly.

1. How the data should be collected

2. Which instrument for data collection should be used?

3. What sampling plan should be used?

The researcher has to carefully decide and make a choice from the group of

different alternative available to him.

OBJECTIVES:

To know the various methods of marketing done by Cadbury India.

To know briefly about the marketing mix of chocolate which includes

information about 4 p’s that is product, price, place and promotion.

To survey the consumers of chocolate to know consumer satisfaction level.

To find out company’s marketing opportunities and strategies.

To know company’s future plan.

RESEARCH TACTICS

The data was collected with the help of questionnaire. A questionnaire is

used as the research tool which helps to get relevant information from consumers

of Cadbury chocolates.

TARGETED CONSUMERS

It comprised of consumers of Cadbury chocolates and competitive

products within Dakshina Kannada.

Sample Size:-

The sample size has been fixed to 50 people within Dakshina Kannada,

keeping in mind the statistical consideration and practical difficulties.

Sampling Unit:

The main method adopted in this project is “Sample Survey Method”.

Sample survey is undertaken by collecting data from a sample group of people

regarding Cadbury chocolates. Primary data was collected using the questionnaire.

Sampling Procedure:-

Sampling procedure depends upon the research objectives to be accomplished

through the investigation. The sampling procedure is basically divided into two:

i. Probability.

ii. Non Probability.

For this project the Probability Sampling Method was adopted, as it is based

on the concept of random selection.

Source of data

There are two sources of data:

i. Primary data

ii. Secondary data

i. Primary Data :-

Primary data is a data which is collected for first time through

various primary data collection sources like questionnaire, direct

interview, telephone, etc. Here questionnaire is used for collecting

primary data. This helped in direct interaction with the respondents. The

questionnaire consisted mostly of open-ended questions. The entire

questionnaire was prepared and edited which is related to the objectives

of the study.

iii. Secondary Data :-

It is a data which are already existed. It can be collected through

various sources like internet, related books, old reports like past company

reports & past project reports. Secondary data was collected to know the

company profile, its consistency in performance and achievements. This

data was collected from internet and company records to meet the

obligations of the research study.

Strategy of Data Analysis

The data collected from the questionnaire was analysed in the following

manners.The data was transcribed from questionnaire to prepared sheets for easy

analysis and tables were constructed.

Tabulated data was analysed systematically as per the objectives of the study.

Limitations :-

1. As the time was limited, the study had to be conducted within a short

period of time.

2. The results were based on the assumption that respondents have given

accurate information.

3. Due to the shortage of time, the study was confined only for 50

customers.

4. The study was restricted to Dakshina Kannada district only.

As the customer’s perception keeps on changing , the findings of the study may not

hold good in long run

COMPANY PROFILE

HISTORY OF CHOCLATE

The origins of chocolate can be traced back to the ancient Maya and Aztec Civilization in Central America, who first enjoyed 'chocolat' a much-prized spicy drink made from roasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionery treat, chocolate has been a much sought after food.

Because cocoa beans were valuable, they were given as gifts on occasions such as a child coming of age and at religious ceremonies. Merchants often traded cocoa beans for other commodities such as cloth, jade and ceremonial feathers.

The Aztec Empire'Chocolate' (in the form of a luxury drink) was consumed in large quantities by the Aztecs: the drink was described as 'finely ground, soft, foamy, reddish, bitter with chilli water, aromatic flowers, vanilla and wild bee honey'.

The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies of cocoa beans from 'tribute' or trade.

Don CortesThe Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made Captain General and Governor of Mexico.

When he returned to Spain in 1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink.

Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain.

Chocolate Across EuropeAn Italian traveller, Francesco Carletti , was the first to break the Spanish monopoly. He had visited Central America and

seen how the Indians prepared the cocoa beans and how they made the drink, and by 1606 chocolate was well established in Italy.

Drinking ChocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter of Philip II of Spain, married King Louis XIII of France.

The French court enthusiastically adopted this new exotic drink, which was considered to have medicinal benefits as well as being a nourishing food.

Gradually the custom of drinking chocolate spread across Europe, reaching England in the 1650s.

First Chocolate For EatingUp until this point all chocolate recipes were based on plain chocolate .

It was an English doctor, Sir Hans Sloane, who - after travelling in South America - focused on cocoa and food values, bringing a milk chocolate recipe back to England.

The original Cadbury Milk Chocolate was prepared to his recipe.

ABOUT KRAFT FOOD

Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Twelve of the company’s iconic brands - including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and Tang - generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information,

Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow into a company that touches more than a billion people in approximately 170 countries. Everyday. One at a time.

Some quick facts on the combined company:

Kraft Foods is a global snacks powerhouse with an unrivaled portfolio of brands people love.

We are the world’s second largest food company with annual revenues of $49.2 billion

Millions of times a day, in approximately 170 countries, consumers reach for their favorite Kraft Foods brands.

Twelve of the company’s iconic brands—including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident and Tang—generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.

More than 80 percent of our revenues come from products that hold the No. 1 share position in their respective categories. And more than 50 percent of our revenue is driven by categories where our market share is twice the size of the nearest competitor.

We make a delicious difference by fighting hunger and encouraging healthy lifestyles. Over the past 25 years, we’ve donated nearly a billion dollars in cash and food.

A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard &

Poor’s 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.

CADBURY IN INDIA

Consumers inspire us.

To make today delicious, we begin with our consumers.We listen, we watch and we learn.We understand their joys and their challenges because we’re consumers too.

What they do.

We make delicious foods you can feel good about.Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious.

Their reach.

We believe we can make a delicious difference, everywhere.We’re constantly looking for fresh ideas to improve our workplace, our partnerships, our communities and our world.

How they behave – Our Values.

We understand that actions speak louder than words, so at Kraft Foods:

We inspire trust. We act like owners. We keep it simple We are open and inclusive. We tell it like it is. We lead from the head and the heart. We discuss. We decide. We deliver.

How they grow.

We focus on creating sustainable, profitable growth. And our strategies guide our efforts:

Build a high performing organization Reframe our categories Exploit our Sales capabilities Drive down costs … without compromising quality

About their people.

It takes great people to make great brands. Our approximately 127,000 diverse employees around the world are the reason we succeed.

CADBURY BUSSINESS IN INDIA

Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the

Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business.

In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.

Cadbury India enjoys a value market share of over 70 percent in the chocolate category and our brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the biscuits category with the launch of the Worlds No 1 biscuit brand Oreo.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agricultural University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. We also conduct farmer meetings & seminars

to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree! 

CADBURY TEAM

ChairmanC Y Pal Chairman - Non Executive

Managing Director

Anand Kripalu President, South Asia & Indo China, Managing Director - Cadbury India

Non-Executive DirectorsHarsh Mariwala Radhakrishnan B. Menon

Executive Directors

Atul Bhatia Director, R & D

Chandramouli Venkatesan (Mouli)Director, Snacking & Strategy

Frans RydénDirector, Finance

Cadbury locations in India

Registered OfficeCadbury India ltd.Cadbury House19, B Desai RoadMumbai 400 026MaharashtraIndiaTel: +91 22 4007 3100

  Sree PatelChief Counsel

 

Indicative map of India

Regional Offices

Mumbai

Cadbury India ltd.EL Tara, 5th FloorOpp Odyssey IINear Delphi “C” WingHiranandaniPowai

Chennai

Cadbury India ltd.146- Second FloorRoyapeth High RoadMylaporeChennai 600004.Tamil Nadu.

Mumbai – 400076.Maharashtra.

 

Delhi

Cadbury India ltd.303 - 3053rd Floor, Vipul AgoraM.G. RoadGurgaon - 122 002.Delhi.

Kolkata

Cadbury India ltd.9-A Esplanade RowKolkata - 700 069West Bengal.

Our Factories

Thane

Cadbury India ltd.1 Pokhran RoadEastern Express HighwayThane 400 606Maharashtra.

Pune

Cadbury India ltd.Induri FactoryTalegaon DabhadePune 410 507Maharashtra.

 

Himachal Pradesh

Cadbury India ltd.Works: Hadbast No 199Village Sandholi BaddiTehsil- NalagarhDist. Solan 173205Himachal Pradesh.

Gwalior

Cadbury India ltd.Plot No 25MalanpurIndustrial AreaVillage GurikhaTehsil GohadGwalior - 477 116Madhya Pradesh.

 

Bangalore

Cadbury India ltd.Jodi HanumanapalyaMahadevapura PostMangalore RoadNelamangala 562 123BangaloreKarnataka.

Hyderabad

KJS India Pvt. Ltd.Plot No. 1 & 2IDA Phase – IIIPashamylaram – 502307Dist – MedakAndhra Pradesh.

 

Cocoa Operations

Dharapuram

Cadbury India ltd.Cocoa OperationsSennakalpalayamDalavaipattinam P.ODharapuram - 638 672Tamil Nadu.

CONSUMER BEHAVIOUR AND

PSYCHOLOGICAL CHARACTERISTICS

A Marketing manager must understand the social and

psychological determines of customer behavior to enable him to

plan his marketing strategy appropriately. This is because the

psychological factors generated by marketing activities are often

more powerful than physical product differentiation. For

example, it was found in U.S.A. that beer drinkers could not

distinguish one brand from another although they did rate their

own brands higher when labels were felt on the bottles. 10 This

carries him into the realm of the consumer’s buying habits

understanding of which would help him in making decisions in

connection with his marketing management activities. An

important weapon in his armory for discovering such

psychological variables is the contribution of Motivation

Research.

Consumer Behavior Variables

The decisions consumers take in connection with

purchases are influenced by various factors. These result in

human beings in certain buying motives. These major factors

which influence consumer behavior are delineated as four

variables, according to Kotler, 11 (1) culture, (2) sub-culture, (3)

social class and (4) personal factors.

1. Culture

The most fundamental determinant of a person’s wants

and behavior are naturally culture. Whist in case of

animals, their behavior is generally triggered by

instinct, in case of human beings, behavior is normally

learned. When the child grows up he is influenced by

various things which happen around him and exposed

to certain values, preferences and behavior patterns

which involve his family and the society in which he

operates.

2. Sub-Culture-

Within a culture group, there are smaller groups termed

‘sub- cultures’ by Kotler. He gives as illustrations

nationally groups such as Irish, Polish, Italians, etc.

religious group such as Catholics and Jews; racial groups

such as blacks and Orientals having their different

cultural styles and attitudes as well as geographical areas

Having their own culture like California and New

England.

3. Social Class –

This social stratification refers to several homogeneous

groups within society. For example, the best

illustration would be the caste system in India, different

castes constituting different social groups apart from

different communities.

4. Personal Factors –

Finally, buyers, decisions are also affected by personal

outward characteristics such as age, occupation, life

style and personality.

UNIVERSAL MOTIVES

Primary Motives Secondary Motives

1. Food and drink

2.Comfort

3.To attract the opposite

sex

4.Welfare of loved ones

5.Freedom from fear

and danger

6.To be superior

7.Social approval

8.To live longer

1. Bargains

2. Information

3. Cleanliness

4. Efficiency

5. Convenience

6. Dependability, Quality

7. Style beauty

8. Economy, profit

9. Curiosity

Table No. 1:-

Sex Wise Distribution of Respondents

Sex No. Of

Respondents

Percentage

Male 34 68

Female 16 32

Total 50 100%

No. Of Respondents

MaleFemale

From the above table & chart it is understood that out of 50 Respondents 34

Respondents 68% are male & remaining 16respondents32% are female.

Table No- 2

Educational Qualification Wise Distribution of RespondentsQualification No of Respondents PercentageSSLC 15 30PUC 15 30Graduates 10 20Post Graduates 10 20Total 50 100

SSLC PUC Graduates Post Graduates 0

2

4

6

8

10

12

14

16

No of RespondentsSeries2Series3

From the above table & chart it is understood that out of 50 respondents 15

respondents (30%) were passed SSLC, 15 respondents (30%) were passed PUC ,

10 respondents (20%) are Graduates, 10 Respondents (20%) are post graduates.

Table 3

Age wise Distribution of respondents

Age groups No of Respondents Percentage

Below 20 years 20 40

21 – 25 years 15 30

26-30 years 06 12

31 and above 04 08

Total 50 100

Below 20 years 21 – 25 years 26-30 years 31 and above0

5

10

15

20

25

No of RespondentsSeries2Series3

From the above chart it can be analyzed that out of 50 respondents, 20

respondents(40%) are below 20 years, 15 respondents belong to age group

between 21-25 years,06 respondents belongs to age group between 26-30 years and

rest of the respondents are above 31 years.

Table No- 4

Occupation Wise Distribution of respondentsOccupation Respondents PercentageBusiness men 8 16Students 30 60others 12 24Total 50 100

Business men Students others0

5

10

15

20

25

30

35

RespondentsSeries2Series3

Form the above table & chart it is understood that out of 50 Respondents, 8

Respondents (16%) are Business man, 30 respondents (60%) are students & 12

respondents (26%) are housewives & others.

From this it is understood that majority of respondents are students.(Here

others include house wife and government employees).

Table -5

Respondent’s awareness about Cadbury chocolatesResponse No of respondents PercentageYes 45 90No 05 10Total 50 100

YesNo

0

5

10

15

20

25

30

35

40

45

Series3Series2No of respondents

From the above table & chart it is understood that out of 50 respondents, 45

respondents (90%) said that they have awareness about Cadbury chocolates, but 05

respondents (10%) said that, they don’t know about Cadbury chocolates

So it is understood that majority of respondents have awareness about Cadbury

chocolates.

Table-6

Sources used to know about CadburySources No of respondents PercentageTV 40 80Magazine 5 10Friends 5 10Others 0 0Total 50 100

TV Magzine Friends Others0

5

10

15

20

25

30

35

40

45

No of respondentsSeries2Series3

From the above table & chart it is understood that out of 50 respondents,

40respondents (80%) came to know about Cadbury chocolates through T.V, 5

respondents (10%) said that they came to know about Cadbury chocolate through

magazine, 5 respondents (10%) came to know about Cadbury chocolate through

friends, but nobody said that they came to know about CAMPCO chocolates

through other media.

From it we can understand that majority of Respondents came to know about

Cadbury chocolates through friends.

Table-7

Consumption of Cadbury chocolates

Response No of Respondents PercentageYes 42 84%No 8 16%Total 50 100%

No of Respondents

YesNo

Form the above table & chart it is understood that out of 50 respondents,

42respondents (84%) have consumed Cadbury Chocolates.

From this it is understood that majority of respondents have consumed

Cadbury chocolates.

Table No-8

Most preferred Companies by respondentsCompanies No of Respondents PercentageNestle 10 20Cadbury 30 60CAMPCO 10 20Total 50 100

NestleCadbury

Campco

0

5

10

15

20

25

30

Series1Series2No of Respondents

After analyzing above table & chart it is understood that out of 50 respondents 10

respondents (20%) prefer Nestle chocolates, 30 Respondents (60%) prefer Cadbury

chocolates, 10 respondents (20%) Prefer CAMPCO chocolates.

Table No-9

Satisfied with price levelResponse No of respondents PercentageYes 40 80%No 10 20%Total 50 100%

YesNo

From the above table & chart it is understood that out of 50 Respondents, 40

respondents (80%) are satisfied with price level, whereas 10 respondents (20%) are

not satisfied with price level of Cadbury Company.

The majority of respondents are satisfied with price level of Cadbury

Company.

Table No-10

View regarding the taste of Cadbury chocolatesResponses No of Respondents PercentageVery good 17 34Good 25 50Satisfied 6 12Poor 2 4Total 50 100

Very good Good Satisfied Poor0

5

10

15

20

25

No of Respondents

Series3

No of Respondents

From the above table & chart it is understood that out of 50 Respondents, 17

respondents (34%) said that the taste of Cadbury chocolate is very good, 25

respondents (50%) said that taste of Cadbury chocolates are good, 6respondents

(12%) said that they are satisfied with taste of Cadbury chocolate, 2 respondents

(4%) said that the taste of Cadbury chocolates are poor.

So it can be understood that majority of respondents are satisfied with the

taste of Cadbury chocolates.

Table 11

Preferred categories under Cadbury ChocolatesCategories No of respondents PercentageDiary Milk 30 60Gems 04 08Perk 10 20Bourneville 06 12Total 50 100

Diary Milk Gems Perk Bourneville0

5

10

15

20

25

30

No of respondents

From the above table out of 50 respondents 30 respondents (60%) prefer Diary

Milk under Cadbury chocolate, 04 respondents (08%) prefer Gems under Cadbury

chocolate, 10 respondents (20%) prefer Perk under Cadbury chocolates, 06

respondents (12%) prefer Bourneville under Cadbury chocolates.

From this we can understood that all categories of Cadbury chocolates are

preferred by respondents.

Table 12

Seen any banners or hoarding Cadbury ChocolatesResponse No of Respondents PercentageYes 5 10No 45 90Total 50 100

No of Respondents

YesNo

From the above table it understood that out of 50 respondents, 45

respondents (90%) have not seen any banners of Cadbury, whereas 5 respondents

(10%) have seen Banners of Cadbury.

So it is understood that majority of respondents have not seen any hoarding

banners of Cadbury.

Table-13

Priority in Cadbury chocolatesPriority No of Respondents PercentageTaste 25 50Brand Loyalty 15 30Packing Design 10 20Brand ambassador 00 00Total 50 100

Taste Brand Loyalty Packing DesignBrand ambassador0

5

10

15

20

25

30

No of RespondentsSeries2

From the above chart it is understood that out of 50 respondents 25

respondents (50%) prefer Cadbury chocolates because of its taste, 15 respondents

(30%) prefer Cadbury chocolates because of its Brand loyalty, 10 respondents

(20%) prefer Cadbury chocolates because of its packing design.

So it is understood that majority of respondents prefer Cadbury chocolates

because of its taste.

Table No-15

Factors motivating to purchase Cadbury chocolatesFactors No of respondents PercentagePrice 15 30Taste 25 50Quantity 8 16Packing 2 4Total 50 100

0.5 1 1.5 2 2.5 3 3.5 4 4.50

5

10

15

20

25

30

No of respondentsSeries4Series6

From the above table & chart it can be understood that out of 50 respondents

15 respondents (30%) purchase Cadbury chocolate because of it price, 25

respondents (50%) purchase Cadbury chocolates because of it taste, 8 respondents

(16%) purchase Cadbury chocolates because of it quantity, 2 respondents (4%)

purchase because of its packing.

So it can be understood that price & taste motivating consumers to buy

Cadbury chocolates.

Table No-16

Will you recommend other to buy Cadbury CHOCOLATES?Response No of respondents PercentageYes 45 90No 05 10Total 50 100%

YesNo

After analyzing above table, & chart it is understood that out of 50

Respondents, 45 respondents (90%) said that they are going to recommend

Cadbury chocolates to others to buy, but 05 respondents (10%) said that they are

not going to recommend Cadbury chocolate to others.

So it can be understood that majority of respondents are going to

recommend Cadbury chocolates to others.

FINDINGS AND SUGGESTION

Findings:

Here in this study regarding consumer behavior towards the Cadbury chocolate we found many aspects regarding the Cadbury`s consumer shows different opinion regarding the chocolate

1. The main aspect is regarding the size of the chocolate where compare to other existing products size of Cadbury is very small.

2. Even though they acquire 70% of market share they are only targeting urban areas and rich people.

3. Cadbury is the first chocolate to introduce chocolate for all age of people.

4. Some of the respondents also complained that the price of the chocolate is little high.

5. Cadbury is only coming up with dark chocolates they are not all concerned with other flavors like strawberry, vanilla.

6. Cadbury holds wide variety of products like chocolates, biscuit, candy, gum.etc

Suggestions: Cadbury is one of the very oldest chocolate producing farm and spread to more than 80 countries the are well known for their marketing skills and variety of products

1. Cadbury is coming only with specified shapes but they have to come up with different shapes.

2. They should give some toys and gifts with the chocolates so they can attract more customers.

3. Packaging should be made more attractive so they can easily sell the chocolates.

4. Packaging should be made from papers so the can make their product eco friendly.

5. Shape of the chocolate should be made more attractive and wide variety.

CONCLUSION

Marketing starts before production and continuous after sales. Marketing is the

process of creating customers. Chocolate is the product which is loved by each and

everyone irrespective of age group. So target market of chocolate is no more

restricting to children. We can understand by taking into the marketing strategy

adopted by the different chocolate company’s but Cadbury has done well in this

field. They have come up with wide variety of chocolates and good advertisement

tactics.

Though Cadbury is doing very well created a brand image. Company has to

give importance to brand building of products other than Diary Milk which can be

done by with the help of strong marketing strategy.