SubmItted by

|egha patIl
|ba ft J
rd
sem
major marketIng
P adbury ndIa Is a fully owned subsIdy of Kraft
Foods nc
P The combInatIon of Kraft Foods and adbury
creates a global powerhouse In snacks,
confectIonery and quIck meals.
n ndIa, adbury began Its operatIons In 1948 by
ImportIng chocolates.
After 60 years of exIstence, It today has fIve
companyowned manufacturIng facIlItIes at
Thane, ndurI (Pune) and |alanpur (CwalIor),
8angalore and 8addI (HImachal Pradesh) and 4
sales offIces (New 0elhI, |umbaI, Kolkota and
hennaI).
The corporate offIce Is In |umbaI.
P adbury 0aIry |Ilk
P 5 Star
P Perk
P claIrs
P elebratIons
P 8ournvIta
P sIlk
STFENCTHS
0IstrIbutIon Network
|arket Share
AggressIve |arketIng
FIch product mIx.
WEAKNESS
LIttle penetratIon In the rural sector.
THFEATS
FIse In the cost of chocolate and daIry
products.
Entry of many foreIgn players In the
ndIan onfectIonary market, whIch are
gIvIng hIgher margIns to the retaIlers.
The company has large exposure to
foreIgn currency exchange rate rIsk
DPPDFTUNTES
obrandIng wIth other manufacturers of
food and drInk
SWDT
P To fInd level of Importance of factors InfluencIng
purchasIng decIsIon of chocolate .
P To fInd out the requIsIte factors responsIble for
successful launch of chocolate .
P TYPE DF FESEAFH
S 0escrIptIve
S Exploratory
P TYPE DF 0ATA USE0 AN0 0ATA DLLETDN
|ETHD0
S PrImary 0ata
S Secondary 0ata
P SA|PLNC
S onvenIence SamplIng
P UN7EFSE
S All the consumer of chocolate syrup In ndIa
P SA|PLNC UNT
S Each sIngle IndIvIdual who Is consumer of
chocolate syrup In FarIdabad cIty E acted as
respondent
P PDPULATDN
All the consumer who are the user of chocolate
syrup In FarIdabad cIty
P SA|PLE SZE
S Sample sIze Is the number of people who
should be surveyed. For the study, sample sIze
Is 50 consumer and J5 retaIler .
< PFD|DTDN
AdvertIsIng Plan
ElectronIc medIa
PrInt medIa
7Isual dIsplay and holdIngs
< PFD|DTDNAL PFDCFA||ES
SuperIor marketIng
Advance communIcatIons
nnovatIve radIo programs
EffectIve press usage
Inema
adbury 0elIcIous book
Free samplIng wIth adbury premIum brands
< CEDCFAPH SEC|ENTATDN:
FECDN:ountry -wIse;ProvIncewIse; ItywIse
etc
< 0E|DCFAPH SEC|ENTATDN:
(a) Age:Under 1J, 1JJ5,over J5
(b)Cender: |ale, Female, chIldren
(c )ncome: Upper and mIddle class people
(d)EducatIon: Uneducated, PrImary school,
|atrIculatIon, ntermedIate, 8achelors, |asters
,Ph0
8EHA7DFAL SEC|ENTATDN
(a) Purchase DccasIon: Fegular occasIon,SpecIal occasIon
(b) 8enefIts Sought: QualIty,Economy
(c) User Status :Nonuser,Exuser,PotentIal user,Fegular
user
(d) Loyalty Status: None,|edIum,Strong,Absolute
< CEDCFAPH FECDN
< 0E|DCFAPH
< (a) ACE: 8elow 1J,1JJ5
< (b) CEN0EF: hIldren, females, males
,specIally house wIves
< (c) ND|E:
Households A wIth Income range. J0000 and
above
Households 8* wIth Income range.15000
J0000
Households ** wIth Income range..10000
15000
P |arket and 0emand factor
P ompetItor cost , PrIce E offers
P Dther External Factor
P EconomIc ondItIon
P Covernment actIon
P SocIal actIon
eople who are uslng chocolaLe

J7
1J
0
5
10
15
20
25
J0
J5
40
Yes No
Iarlous purpose of usage of chocolaLe
1J
10
12
2
0
2
4
6
8
10
12
14
For makIng
shake
To make Ice
cream
delIcIuos
To decorate |ake some
other recIpes
romoLlonal offers LhaL aLLracLs
Consumers Lhe mosL
19
2J
8
0
5
10
15
20
25
Free
CIfts
PrIce
Dffer
Any
Dther
romoLlonal offer LhaL wlll creaLe
markeL for chocolaLe syrup
10
19
6
0
5
10
15
20
Free CIfts PrIce Dffer Any Dther
Consumers
#etailers
,ode of adverLlsemenL lnfluence Lhe good brand lmage of
ChocolaLe
J0
6
2
1
11
0
5
10
15
20
25
J0
J5
0
2
4
6
8
10
12
14
16
18
Consumers
#etailers