1.

1 Scope of research
As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is
all pervasive in our lives, psychologists do not agree on how learning takes place. How
individuals learn is a matter of interest to marketers. They want consumers to learn about their
products, product attributes, potential consumer benefit, how to use, maintain or even dispose of
the product and new ways of behaving that will satisfy not only the consumer’s needs, but the
marketer’s objective.
The scope of this study restricts itself to the analysis of consumer preferences, perception and
consumption and also the marketing strategies of Cadbury chocolates in India. There are many
other brands of chocolates available but this study is limited to brand loyalty and marketing
analysis of Cadbury chocolates in India, leaving behind the others.

1.2 Objectives of the Research

The study is conducted with the following Objectives:

● To decide on the measures to maintain and improve brand awareness and marketing
strategies.

● To see whether buying behavior is influenced by brand awareness.

● To know the source of awareness of the product.

1.3 Statement of Problem

The objective of every company would be ensuring level of satisfaction of consumer and to
make loyal customers. So, analyzing the taste and preference of consumer is always a challenge.
In the competitive world each and every day the consumer attitude may change to prefer the
product. It depends on taste, quality, brand, image, competitive products, attractiveness, and
varieties etc. Many times the consumer cannot specify the reason for his satisfaction due to
problems of price change, competitive products, and quality of product and purchasing behavior
of products. So this study attempts to focus on consumer preference and brand awareness among
the consumers.
Sales promotion as a marketing tool is gaining prominence over other elements in promotion,
advertisement, publicity or public relations, personal selling and direct marketing in recent years.
This is evidenced by the proliferation of sales promotional offers in market during festival and
off seasons to induce trial and sometimes to shift in time the purchase decisions of consumers are
found to advance or postpone their purchase based on sales promotion offers.
1.4 Calculation of Hypothesis

Promotion and offers influence buying behavior in youth and middle-aged

consumers of Cadbury product.

Communicat Promotion and offers influencing buying behavior

io n
High medium low Total
Youth 17 6 16 39
Middle-aged 7 1 5 13
Total 24 7 21 52

Solution:

Step 1- Ho- There is no significant difference between promotions and offers in buying
behavior in youth and middle-aged consumers of Cadbury product.
H1- There is a significant difference between promotions and offers in buying behavior
in youth and middle-aged consumers of Cadbury product.

Step 2- O value: Given

Step 3- E value:

1.Youth:
a. High: 39*24 = 18
52
b. Medium: 39*7 = 5.25
52
c. Low: 39*21 = 15.75
52
2.Middle-aged:
a. High: 13*24 = 6
52
b. Medium: 13*7 = 1.75
52
c. Low: 13*21 = 5.25
52
Step 4- X2 Test
 X2=∑ (O-E)2
E
O E O- (O-E)2 (O-E)2/E
E
17 18 (1 1 0.06
)
6 5.25 0. 0.5625 0.107
7
5
16 15.75 0. 0.0625 0.004
2
5
7 6 1 1 0.176

1 1.75 (0. 0.5625 0.321

7
5)
5 5.25 (0. 0.0625 0.012
2
5)
Total 0.68

Therefore X2 = 0.68

Step 5- D.f = (r-1) (c-1)

= (2-1) (3-1) = 2 @ 5% significance level

Step 6- Table Value = 5.99

Step 7- E value < Table Value

0.68 < 5.99

Therefore, Null Hypothesis is accepted.

There is no significant difference between promotions and offers in buying behavior in youth and
middle-aged consumers of Cadbury product.
1.5 Research Methodology
Cadbury India has been very successful in its advertising and marketing strategies. The most
important factor is that consumers are aware of the product and the company has created a
positive impact in the minds of the consumers.
Consumers are willing to purchase the product without any hesitation even though the company
has changed its quantity with price. This indicates that the company has set its standard high
above the rest of the competitors.

1.5.a. Research Design – Type of

Research a.Descriptive Research

The type of research that we have used in this study is descriptive. A couple of questions that
were framed by the team are structured to investigate the brand awareness and marketing
strategies of Cadbury.
The company has used various ways of promoting its product. We have taken four categories
namely kids, youth, middle-aged and old-aged and evaluated them with the amount of chocolate
consumption in each category. Estimates of the proportions of these four categories on the basis
of chocolate consumption are evaluated.
We have further interpreted and concluded their behavior towards chocolate

consumption. This research is conducted only for people who reside in all over the

country.

b.Sampling Technique
For the purpose of this research, judgment sampling has been used. The researcher has
interpreted and concluded his findings on judgment basis with the help of responses given by
these respondents.

1.5 .b.Data Analysis and Statistical tool used

In this step we have reduced the accumulated data to a manageable size that would help us in
easy data analysis and interpretation. It involved developing summaries, looking for patterns
which help the objective of the study and applying statistical tools and techniques. After the
collection of Data, coding sheet was prepared to classify the data. The various tools which were
used for presentation and testing of hypothesis are:

● Pie charts

1.5 .c.Significance Level

The Significance Level used in this study is assumed to be 5% level of significance.

1.6 Limitations of the Research

● The sample size was limited to 50 respondents only.

● Only consumer’s view point was considered and a shopkeeper, companies’ views was not
taken.
● This study is purely based on primary data.
● Consumer’s feelings were expressed as suggestions to manufacturers to improve
products.
● The topic is very elaborate so it was very difficult to collect accurate data.
● The period of study, conducted for the period of only three months.

1.7 Conclusion of Chapter 1

It is noted that Cadbury has given importance to its marketing strategies and brand awareness in
order to sustain in the market.

In the testing of hypothesis we can also conclude that there is no significant difference between
promotion and offers in the buying behavior of youth and middle-aged consumers.
 Chapter 2
Review of Literature

1. McConnell (1968) tried to find out the correlation between advertising spending and
GNP, industrial production.

2. Verdon and McConnell (1968) studies the relationship between advertising and
aggregate demand, they found that advertising have a positive relation with aggregate
demand.

3. Ekelund and Gramm (1969) analyzed the relationship between advertising and
aggregate consumption and they could not establish the positive relationship between
advertising and consumption.

4. Tylor and Weiserbs (1972) found that there is a positive relationship between
aggregate demand and aggregate consumption.

5. Farquhar (1991) deals with the study of Customer-based brand equity and concluded
that Customer-based brand equity is evaluating the consumer’s response to a brand
name

6. Chowdhury (1994), a more closely related study considered the relationship between
advertising and several macro-economic factors during the period of 1960-91 in U.K.
He could not able to find the relation between advertising and consumption, while he
could able to find relation between advertising and employment.

7. Rooney (1995) defines brand equity as a set of assets and liabilities linked to a
brand’s name and symbol that adds to or subtracts from the value provided by a
product or service to a customer. However, many factors can be attributed to the
value of the brand for example awareness, recall and recognition. Brand equity as a
differentiating factor that can influence consumers’ response to brand’s marketing
activities. In an attempt to define the relationship between customers and brands, the
term brand equity in the marketing literature emerged. There have been different
perspectives or considering brand equity; the customer-based perspectives, the
financial perspectives and combined perspectives. The first perspective of brand
equity is from a financial market’s point of view where the asset value of a brand is
appraised.

8. Baldinger and Robinson (1996) have observed that, brand managers are
supplementing their mass-media advertising with more direct communications,
through direct and interactive methods to build and maintain consumer loyalty.
9. Morgan and Hunt (1998) have observed that Manufactures will also win a reputable
name through the consumers positive attitudes and evaluation towards the brand,
manufactures with strong brand are more committed to their retailers, and retailer in
return invest more effort and resource in maintaining relationship .Therefore a strong
brand leads to mutual trust and commitment, and improves the manufacture-retailers
relationship. Sometimes manufactures may even gain greater bargaining power over
their retailers, and are presented with more distribution channels.

10. Kotler (2000) A traditional definition of a brand was: “the name associated with one
or more items in the product line, that is used to identify the source of character of the
item(s)”.

11. Many researchers including Brassington and Pettitt (2003), Erdogan and Baker
(2000) and Redenbach (2000) have found that brands are sensitive to the
communication and anchors which catalyze consumer behavior.

12. Keller (2003) had observed that branded product add value to all parties associated
with it. But it does not automatically create value. Only through adoption of an
appropriate marketing communication strategy will the brand be successful. It is vital
for organization to shift the focus of the consumer relationship from the product
brands towards a trusted and creditable brand. Brands are built up by persistent
difference even the long run. They can not be reduced just to a symbol on a product
or a mere graphic and cosmetic exercise.

13. Kaberi Bhattacharya (2011) In his study the role of media is influencing customers,
brand choice and some observations, told that a brand has arrived in the market, is
alive and kicking or simply pulling on. Similarly, generations of customers are made
known that a brand has still remained relevant in the changing context of time and
space. Leveraging on the charm of the audio and video, brands engulf our senses and
succeed in becoming an intrinsic part of our lives. While the trust earned by them is
directly proportional to their attributes and functionalities, the buzz created around the
brands by the media helps them break the clutter of competition and stay vibrant in
the consumers mind.

14. U. Thiripurasundari and P. Natarajan (2011) on their study “Determinants of Brand

Equity Manufacturing Firms” stated that brands have become increasingly important
components of culture and the economy, now being described as “cultural accessories
and personal philosophies”. Brand Building process is a value addition technique
which projects the image of the product, the company and the country at large. To
study the problem effectively, industry is chosen taking into the account the
emergence of many new brands of the product in the recent past. The objective of the
study is to describe the measuring Models of Brand Equity applicable to Industry.
The results of the study show that brand preference and brand loyalty plays an
important role in creating brand equity.
15. Neha Tyagi (Economic Times, September 28th, 2016) The maker of Cadbury,
Mondelez International launched “Fuse” in India to compete with Mars and Nestle in
the country’s chocolate-coated peanut segment.
The chocolate bar “Fuse” initially was launched in UK in the year 1996 and sold 40
million bars in the first week of its release. The company has decided to bring back
the bar after nearly a decade. The company decided that “Fuse” will be sold on
Snapdeal for two weeks before hitting the store shelves.

16. Sagar Malviya (Economic Times, September 5 th, 2017) Mondelez International has
set up its largest system hub in India that helps to drive innovation in sales and
logistics for its global operations. The Mumbai centre to build and deliver
information systems and business processes for the company that manufactures
Cadbury Dairy milk and Oreo.
India is one of the best countries to locate innovation centers and Mondelez targets
the Silicon Valley by hiring innovation engineers. The market share of flagship brand
Cadbury Dairy Milk in India is the biggest for Mondelez globally, and the US based
firm has also been using the country to develop its low-cost distribution model.
 Chapter 3
Overview of the Company

3.1 About the Company & History of the Company:

Cadbury has been synonymous with chocolate since 1824, when John Cadbury opened his first
shop, establishing a flourishing dynasty that today provides the world with many of its favorite
brands of chocolate.

The Cadbury is a fascinating study of industrial and social development, covering well over a
century and a half. It shows how small family business developed into a international company
combining the most advanced technology with the highest standard of quality, technical skills
and innovation.

It is the leader in the UK confectionery market: Cadbury Limited is the confectionery division of
Cadbury Schweppes plc, a major force in the confectionery and soft drinks international market.
Quality has been the main focus of the Cadbury business from the beginning, as generations have
worked to produce chocolate with the taste, smoothness and snap characteristic of Cadbury
chocolate.
FOUNDING OF THE THE CADBURY BUSINESS : The founding of the cadbury
business dates back to 1831 when John Cadbury first made cocoa products on a factory in an
old malt house in Crooked lane, Birmingham .
In 1847 the business moved to larger premises in brigade street,which had its own private
canal spur linking the factory via birmingham navigation canal to the major ports of britian.
Business continued at the brigade street site for 32 years and by 1878 the workforce had
expanded to 200,so more space was needed .This heralded the move to bourneville and the
buliding of what is now one of the largest chocolates in the world.
John cadbury retired in 1861 handing over the business to his eldest sons Richard and
George.It is to their leadership that the sucess of the enterprise is owed as the company
prospered.

Segmentation, targeting , postioning in the marketing strategy of cadbury –The segmentation of

cadbury products is bases on mix of demographics behavioural & psychological factors, like on
the basis of income no occassion.
Although Cadbury has targeted people from all age groups but it has distinguished its product
offerings to specific class of consumer groups. For example, Cadbury temptation and bourneville
are meant for higher end consumer groups who are willing to pay more.Cadbury Silk is targeted
to the people who can’t resist chocolates. It has positioned itself as a symbol of good times & a
spontaneous brand that is carefree which is meant for special as well as real moments in life.

3.2 About the Company’s Products:

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 was introduced to the British market in 1905 and, with its unique flavor
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.

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 centerpiece 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.

Varieties in chocolates:

There is variety of chocolates but the two main products are Cadbury Dairy Milk chocolate and
Cadbury Old Gold dark chocolate. The special taste and texture of Cadbury chocolate is based on
long traditions of expertise in chocolate recipe and processing methods unique to Cadbury.
Techniques are improving all the time and new technology enables the process to be highly
tuned to consumer's evolving tastes and preferences.
 Chocolate production is a highly sophisticated, computer controlled process, with much of the
new specialist machinery being produced to our own design and specification

Nut Free Products

Cadbury manufactures a wide range of products, some of which contain nuts and nut oils. All our
products are packaged and labeled as required by Australian State and Federal foodlaws. We
have stringent world-class manufacturing standards and strive to ensure that all our products are
fresh, in an excellent condition, and contain the intended ingredients. All
Cadbury Chocolate products are made in an environment where there is the possibility that non
nut products may inadvertently contain nut traces. We will always include a statement on the
product label to advise consumers of this.
There is a very low probability that the Pascal range of sugar confectionery will be contaminated
with nut material, as they are manufactured in a nut-free environment.

Different types of products by Cadbury

● Cadbury Dairy Milk Bars and Blocks

● Chocolate Bars
● Cadbury Dairy Milk Gift boxes
● Baking
● Old Gold blocks
● Coco range
● Share Packs
● Cadbury Lollies
● Biscuits
● Bite Size
● Drinking Chocolates
● Pascal Confectionery
● Nut free products
● Kosher Products

Cadbury in India

In 1948, Cadbury India began its operations in India by importing chocolates. On 19 July 1948,
Cadbury was incorporated in India. The head office is presently situated at Pedder Road,
Mumbai, under the name of "Cadbury House". This monumental structure at Pedder Road has
been a landmark for the citizens of Mumbai since its creation. Since 1965 Cadbury has also
pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has
worked with the Kerala Agricultural University to undertake cocoa research.Currently, Cadbury
India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and
Candy. Its products include Cadbury Dairy Milk, Dairy Milk Silk, Bournville,
Star, Temptations, Perk, Eclairs, Bournvita, Celebrations, Gems, Bubbaloo, Cadbury Dairy Milk
Shots, Toblerone, Halls, Bilkul, Tang, and Oreo. It is the market leader in the chocolate
confectionery business with a market share of over 70%.
 Chapter 5
Conclusions/Suggestions/Findings

5.1 Findings :

1. Consumption of Cadbury chocolates by women are more than consumption of the same by
men.
2. Youth consume Cadbury chocolates more than any other age category.
3. Based on the survey, it was also derived that only very few percentage of old aged people
prefer Cadbury chocolates, as they tend to be health conscious.
4. According to our survey it was derived that, Cadbury is the market leader when compared to
other brands.
5. According to the survey, one of the findings was that, even though respondents felt affordable
to buy the product at fixed price, it was evident that a discount on price of the product would
make it more likely to buy it.
6. One of the findings during the research was disappointment of consumers with the product in
terms of price and quantity of Cadbury, even though consumers could not stop buying there most
preferred chocolate - Cadbury.
7. According to the research, Cadbury is very much successful during the festival season in
India. Through which it can also be derived that, the family preferred chocolate be- Cadbury.
Hence proving brand loyalty.
8. According to the research, most of the consumers consume Cadbury chocolates occasionally,
which also show a drawback in the marketing condition of the product.
9. According to the research, it was also derived Cadbury holds a leading advantage over other
chocolate brands. Hence, again proving positive brand loyalty.
10. According to the research, it was also derived people are more impressed and trust the brand
more by the source of awareness- advertising.

Suggestions :

The overall data across the background characteristic categories show that across the background
categories the preference for Cadbury chocolate and milk products is better than any other brand.
Most of the respondents would purchase both Chocolate and Milk products of Cadbury for its
Taste and improvised price. It can be seen that more percentage of respondents has seen the
advertisement of Cadbury which has been influencing the people to buy the chocolate.
Companies have been using the promotion media to enhance the message to the target audience.
The overall effectiveness of the Cadbury products has been rated higher. It is observed that for
Chocolate and Milk products of Cadbury, most of the respondents take festive season or mood
and Word of mouth communication respectively as more important factors affecting their buying
individually. Whereas packaging as a factor affects the decisions in Cadbury. It can be seen that
across all the predefined background characteristic categories, more percentage of respondents
are more likely to buy Cadbury chocolates because of the attractive packing and the goodies
thekids get along with the chocolate, satisfies with the availability of quantities or Size of Milk
products and Chocolate of Cadbury
 Conclusion

This project on Brand Awareness and Marketing Campaign of Cadbury was a challenging and
knowledge gaining experience for all the members of the team.
Though the sample size was small, it helped us to know the different views of the consumers
regarding Cadbury's Brand awareness and its marketing campaigns.
Brand is a key feature in marketing a product which helps building consumer confidence
irrespective of the competition. Cadbury is a well known brand among chocolates. Its advertising
strategies have helped in reaching a large crowd in an around Bangalore with the help of
television and hoardings. But in this tech savvy environment Cadbury should come up with
attractive and innovative marketing strategies to reach a relatively larger crowd and retain its
advantage in this competitive marketing environment.

Future research

In our project we came out with some suggestions for future research:
Time constraints: Time period for conducting research work should be increased, as we have
taken only three months for doing this research, so it was not possible for as to collect the
sufficient data.
1. Sample size can be increased in future for further research.
2. Try to collect true facts from the respondents by interviewing them face-to-face.
3. Try to get opinion of the expert before starting the research.
4. Circulate questionnaire in different locality apart from Bangalore.
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