This document summarizes a minor project report on Cadbury's marketing strategy. Cadbury is a leading global confectionery company and the second largest brand in the world. The report aims to study consumer preferences for Cadbury Dairy Milk chocolate. A survey was conducted of 100 people using a questionnaire to understand which forms, pack sizes, and promotional offers consumers prefer. The findings show that consumers have a high liking for chocolate and prefer hard forms, big packs, and free gifts as promotions. The conclusion is that Cadbury uses emotional marketing strategies to promote brands and products effectively with minimum advertising spending.

1. A MINOR PROJECT REPORT ON
“CADBURY”
{MARKETING STRATEGY}
NAME : NEHA KUMARI
ENROLLMENT NO : 35215603922
SEMESTER : 2nd
BRANCH : MBA

2. INTRODUCTION
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Cadbury is a leading global confectionery company with an outstanding
portfolio of chocolate, gum and candy brands. That create brands people
love - brands like Cadbury, Trident and Halls.
It is the second largest confectionery brand in the world after Mars.
Their heritage starts back in 1824 when John Cadbury opened a shop in
Birmingham selling cocoa and chocolate. Since then they have expanded
our business throughout the world by a programme of organic and
acquisition led growth.
On 7 May 2008, the separation of their confectionery and Americas
Beverages businesses was completed creating Cadbury plc with a vision
to be the world’s BIGGEST and BEST confectionery company.

3. OBJECTIVE OF THE STUDY
1)
2)
3)
4)
This project is based on the consumer preference of Nestle
Kit Kat with respect of Cadbury dairy milk. Objective of the
study are:-
To study the consumer preference towards Cadbury.
To know the consumers view towards the chocolates.
To know which category of chocolate is most preferred.
To study on various parameters on which the purchases
the chocolates.

4. RESEARCH METHODOLOGY
a)
b)
Research methodology is a systematic process used to identify, select,
process & analyze information about the topic.
TYPES OF DATA COLLECTION:-
PRIMARY SOURCE
SECONDARY SOURCE
RESEARCH DESIGN
“Sampling Design”
Sampling Technique-convenient Sampling ,Sample size 100 People
TYPES OF METHOD
Questionnaire Method
Observation Method

5. DATA ANALYSIS & INTERPRETATION
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METHODS OF ANALYSIS
Source of data:-
Source of data:-
Questionnaire
Internet
Magazine and Newspaper
Geographic area (Delhi NCR, Aligarh)
Statistical Tools used:-
Statistical Tools used:-
Ms Excel

6. QUESTIONS
Q. Do you like the chocolate?
Liking for the Chocolate yes N0
Number of Respondent 95 5
INTERPRETATION:-
From the above analysis of the given sample of 100
respondents it is conclude that out of 100 people 95
people like to eat chocolate while 5 only people don’t
prefer to eat chocolate.

7. Form of Chocolate Number of respondent
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20
Q. Which form of chocolate do you like?
INTERPRETATION:-
According to the above analysis there has 4 forms of
chocolate Hard, Nutties, Crunchy, Chew, where
customers are mostly preferred the hard form of
chocolate and Chew form of chocolate is least preferred.

8. Pack Size Number of respondent
SMALL 28
BIG 48
FAMILY PACK 19
INTERPRETATION:-
According to the above analysis it is concluded that out
of sample of 95 people who eat chocolate likes to buy big
pack. Family pack is mostly preferred by aged people
only. Mostly it depends on the preference on the
customer and its needs. But the company has all the
types of pack for the customers. Mostly consumers want
to big pack and small pack, but there are few consumers
are want to family packs of chocolate.
Q. What pack do you purchased?

9. Q. Which promotional offer attracts you most?
Promotional Offers Number of respondents
Free gifts 55
Price offer 24
Any other 21
INTERPRETATION:-
According to the above analysis it is concluded
that out of sample of 100 people who eat
chocolate 55 are attracted by free gifts. 24 price
offers while 21 were attracted by some other
reasons. There have different brands has
different offers to promote his product like gifts
and less price. Mostly brands use to discount
rate and gifts on the product.

10. FINDINGS
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Maintain dominance in chocolate, confectionery and market leadership
in brown drinks.
New channels such as gifting, child connectivity and value for money
offering to be the key growth drives.
Grow volume of sales at least 20% p.a. over the next years.
Achieve the goal of best manufacturing location in Cadbury Schweppes
world for Dairy Milk and Eclairs. One new major product launch every
year.

11. CONCLUSION
CONCLUSION
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In the f ield of concept selling by using the ideas and by inventions /
imagination/psychological and cultural f i
elds. Cadbury have mixed up various
human sentiments and created an altogether mixed market where they are
able to promote and in cash benef its for themselves as well for building
different human/socio relations .
This is a very clear cut picture where a team of hard core professionals are
using every opportunity directly touching the emotions of the masses but
spending minimum money possible on advertisement.
It is a sort of monopolistic area where by spending very low, using easiest and
economical method, products are developed and sold, giving, the customers
no chance or alternative.

12. ANNEXURE
ANNEXURE