STUDY OF CONSUMER SATISFACTION TOWARDS

DAIRY MILK CHOCOLATES

IIS (DEEMED TO BE UNIVERSITY) JAIPUR

Submitted By:

Ayushi Garg

Enrolment No: - IISU/2019/ADM/30481

Submitted To:

Seema Ma’am

In the partial fulfilment for the assignment of paper titled

“Marketing Management”
 CHAPTER -1
INTRODUCTION OF COMPANY

Cadbury, the confectionery giant and the second largest confectionery brand in the
world, is well known for its Creme Egg and Roses selection box and the world-famous
Dairy Milk chocolate. Its owned by Mondel? z International. This British multinational
confectionery company is based in Uxbridge of London in the United Kingdom.

It operates in 50 countries all over the world. Cadbury was started by John Cadbury,
who initially sold drinking chocolate, coffee and tea in Birmingham, England in the
year of 1824.
In later years Cadbury collaborated with his brother Benjamin to expand their business.
Then it was passed on to his sons Richard and George. It was George who built
Bournville estate to provide the company’s workers a way to improve their living
conditions
Operations

Cadbury employs over 1000 people to work for it in Bournville. In 2014, its owner
Mondelez invested a huge amount of £75 million in its production site.
Not to forget, Cadbury’s Bournville also houses Mondelez's Global Centre of
Excellence for Chocolate research and development which in ardently means that any
new range of Cadbury’s chocolate that is brought out, is first produced at this
Birmingham site. The company in 2004 had 8 factories and 3,000 staff working under it.

Trajectory

Cadbury since its establishment in 1824 till the 1900’s, faced a lot of ups and downs but
has stood tall against all odds. In 1854, they received a Royal Warrant as Queen
Victoria’s manufacturer of cocoa and chocolate.
In 1905, the first ever Dairy Milk bar was launched, it was also the first ever time a
company in Britain could mass produce milk chocolates. In 1969, Cadbury Schweppes
was formed after the drinks company Schweppes was merged with Cadbury. In 2003,
the brand was re-branded as Cadbury by rounding off the original name of ‘Cadbury’s’.

CADBURY PRODUCTS

It has depots throughout the UK with its factories based in Moreton on the Wirral and
Black pole in Worcester. Cadbury’s other subsidiaries in London range from Cadbury
US Holdings Limited, Cadbury Four LLP, Cadbury Two LLP, Cadbury One LLP to
Cadbury UK Holdings Limited.
Cadbury has its branches worldwide, including in countries like Ireland where Cadbury
Dairy Milk, Boost, Twirl and Flake are made, United States where a wide variety of
products ranging from Chewing Gums to Bubble Gums are made. It also has branches in
Australia, Canada, New Zealand and India.
SWOT ANALYSIS OF CADBURY CO.
Cadbury is one of the topmost FMCG brands in India and hence there is no doubt that the
strengths and opportunities of Cadbury are far more than its weaknesses and threats.

 STRENGTH
1. Cadbury is the world’s leader in chocolates.
2. Known to have the best manufacturing and a wide distribution channel
3. Cadbury has many strong brands in its product portfolio such as dairy
milk, Bournvita, oreo, five star and others.
4. Cadbury products are blessed with a fantastic brand loyalty.
5. Cadbury has created strong positioning in the mind of customers.

 WEAKNESS
1. Cadbury’s weakness is its rural distribution considering India has such a wide rural
diaspora which can be covered.
2. At the same time, A few cases here and there have happened based on the quality of
the product where cockroaches or other rodents were found in the chocolate. It is
inexcusable for a brand like Cadbury to show such ignorance because such infected
chocolates should not leave quality control at all. Thus quality control needs to be
strengthened.

 OPPORTUNITIES

1. Rural markets – What is a weakness can become an opportunity. Penetrating rural

markets and distribution in rural markets can be a large opportunity for Cadbury. It is
present in foreign countries and a rural presence is much needed for Cadbury which
will boost the brands presence and turnover.
2. New Tastes – Indian consumers have a sweet tooth and they frequently like to eat
small chocolates as well as chocolate bars. On top of it, there are various flavours
which consumers like. Thus, new tastes and new flavours are an opportunity which
Cadbury can generate regularly.

 THREATS
1. Cost and price increase – With an increase in fuel cost as well as cost of
transportation, distribution cost has gone up. At the same time, the cost of
procurement and manufacturing is high as well. Thus, over the years, the constant
increase in costing and thereby pricing of the product is a threat to Cadbury as it
creates a gap for other companies to enter.
2. Health consciousness on the rise – Health consciousness is on the rise amongst the
Indian population. Many people prefer drinking health juices as well as fruits rather
than having chocolates. Every week you will see articles on newspapers as well as on
blogs which advice against eating chocolate and propagate the benefits of staying
healthy. At the same time, many parents have stopped giving chocolates to their kids
looking at the adverse effects

CHAPTER 2
INTRODUCTION OF PRODUCT (Dairy Milk)
Cadbury Dairy Milk

Cadbury Dairy Milk chocolate is one of the major success stories for Cadbury and one of the
world's most famous chocolate brands.

The New Milk Chocolate

The new milk chocolate was introduced to the British market in 1905 and, with its unique
flavour and texture, quickly became the market leader.

Milk chocolate was first made by Cadbury in 1897 by blending milk powder with the basic
chocolate ingredients of cocoa butter, cocoa mass and sugar. By today's standards the
chocolate wasn't particularly good - it was very coarse and dry and neither sweet nor milky
enough.

At that time, the Swiss dominate the milk chocolate market with a product of superior taste
and texture produced by Daniel Peters of Vevey, using condensed milk rather than milk
powder.
In the early 1900s, George Cadbury Junior and experts at Bournville took on the Swiss,
researching new recipes and production methods
.
By June 1904, the recipe was perfected, and a delicious rich and creamy new milk chocolate
was ready for production.

Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only "as
good as," but better than the European milk chocolate. With its now-famous glass and a half
of full-cream milk in every 200gms, it contained far more milk than any previously known
chocolate.
The special flavours produced when fresh milk, cocoa mass and sugar are cooked together in
the first stages of the chocolate crumb making process give Cadbury Dairy Milk its unique
taste.

While advertising and packaging designs have evolved over the years, along with
considerable technological advances in production, the Cadbury Dairy Milk recipe is still
basically the same as it was in 1905
.
Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions -
from a quick snack, a self-indulgent treat, something to share with family or friends or a gift.
Cadbury Dairy Milk is sold with a similar design worldwide - the centrepiece of all
packaging is the iconic "glass and a half " image showing the famous glass and a half of pure
full cream milk flowing into a delicious chunk of Cadbury Dairy Milk chocolate.
Memorable Taglines
 UNIT -3

RESEARCH METHODOLOGY

RESEARCH OBJECTIVE

To study the satisfaction level of consumers towards dairy milk.

DATA COLLECTION:

For this study primary was used. The primary data for the study has been collected with the
help of customers by using well-structured questionnaire.

RESEARCH DESIGN:

Descriptive Research Design has been used to achieve the objectives of the study.

SAMPLE SIZE:

sample size is between 30-50 people, randomly 39 people participated in this survey
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
This section contains the analysis of data collected during the survey. Data is analysed using
google forms.

 Age of Respondents

Figure 4.1 shows that 82.1% respondents are between the age of 18-24 years, 10.3%
respondents are below 18 years, 7.7 % respondents are between the age of 25-35 years.

 Gender of Respondents

.
Figure 4.2 shows that 51.3 % respondents are female, and 51.3% respondents are
male.
  Occupation of Respondents

Figure 4.3 shows that 79.5 % respondents are students, 17.9 % respondents are employees
and 2.6 % respondents are businessmen/businesswomen.

Figure 4.4 shows that 92.3 % respondents like to eat dairy milk chocolate and 7.7 %
respondents do not like to eat dairy milk chocolate.
Figure 4.5 shows that 30.8 % respondents purchasedairy milk chocolate once in a
month

Figure 4.6 shows that 48.7% respondents like to eat dairy milk silk and 48.7 %
respondents are like to eat plain dairy milk chocolate.
Figure 4.7 shows that 59% respondents buy chocolate because of its taste , 20.5 %
respondents buy chocalte because of quality and 10.3% respondents buy chocolate
because of price

Figure 4.8 shows that 82% respondents are consuming dairy milk chocolate from 3 or
more than 3 years.
Figure 4.9 shows that peoples are satisfied with the quality of dairy milk chocolate

Figure 4.10 shows that people are satisfied with the price of dairy milk chocolates.
Figure 4.11 shows that people are satisfied with the taste of dairy milk chocolate.

Figure 4.12 shows that people are satisfied with the variety of dairy milk chocolates.
Figure 4.13 shows that respondents are satisfied with the dairy milk chocolates.

Figure 4.14 shows that 66.7 % respondents gets information about Dairy Milk chocolate
from Television and 63.9% respondents gets information in shops.
Figure 4.15 shows that if Cadbury launches new variety of dairy milk then 53.8
respondents like to purchase it.

From figure 4.16 shows that 40.5% respondents are influenced by advertisement, 40.5 %
respondents are influenced by brand and 35% respondents are influenced by word of
mouth to purchase dairy milk chocolate.
 Figure 4.17 shows that respondents also recommend dairy milk chocolate to their
friends, family and colleagues as they are satisfied with the dairy milk chocolates.
 CHAPTER 5
FINDINGS
From the data analysis and interpretation, we can find that:

 92.3% respondents like to eat dairy milk chocolate.

 Generally, people purchase dairy milk chocolate once in a month.
 59% respondents buy chocolate because of its taste , 20.5 % respondents buy chocalte
because of quality and 10.3% respondents buy chocolate because of price
 Peoples are satisfied with the dairy milk chocolate.
 66.7 % respondents get information about Dairy Milk chocolate from Television and
63.9% respondents gets information in shops.
 Advertisement, Brand and word of mouth plays a important role in purchase decision
of dairy milk chocolate.
 CHAPTER 6
CONCLUSIONS
Around 92% respondents are like to eat dairy milk chocolate, they are satisfied with the
price, quality, taste and variety of dairy milk chocolate but not highly satisfied.

Therefore co. should make some more effort to highly satisfy consumers.

Suggestions for Co.

 For promoting sales co. can give free samples.

 Co. should keep on launching new variety of dairy milk chocolates.
 The company should maintain the awareness of Dairy Milk Chocolates.
APPENDIX
 References
www.google.com
www.cadburydairymilk.com