PROJECT REPORT ON

CONSUMER SATISFACTION ON DAIRY

MILK CHOCOLATE PRODUCT

In Partial Fulfillment for the award of

BACHELOR OF BUSINESS ADMINISTRATION
Project Submitted by
HRUSHIKESA RAULO
B.B.A FINAL YEAR
Exam Roll No- 011905BB022
Class Roll No- BBA19-054
Under the Guidance of
RASHMI RANJAN PALO

KHALLIKOTE AUTONOMUS COLLEGE,

BERHAMPUR, GANJAM
SESSION (2019-22)
DECLARATION

I do hereby declare that this dissertation entitled “CONSUMER SATISFATION ON

DAIRY MILK CHOCOLATE PRODUCT” submitted to the BBA final year department

of self finance, Khallikote Autonomous college, Brahmapur for the award of the

degree of “Graduation department of commerce is an original study done by me

and to the best of my knowledge and belief it has not been published earlier

elsewhere or presented to any university/ institution for the award of nay degree,

diploma or other similar title.

Signature
CERTIFICATE

I certify that the dissertation entitled “CONSMUMER SATISFICATION ON DAIRY

MILK CHOCOLATE PRODUCT” submitted in partial fulfillment of the requirements

for the award of the degree of “SELF FINANCE DEPARTMENT OF BBA” OF

Khallikote Autonomous College, BrahmapurOdisha, is a bonafideand original

research work carried out by Rashmi Ranjan Palo under my guidance. No part the

dissertation has been submitted for the award of any other degree or diploma.

Signature
ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher DR.

YanjyaDuttaNayak Sir as well as our principal Prof Prasanta Kumar satapathy who

gave golden opportunity to work on the wonderful project titled “Consumer

satisfaction on dairy milk chocolate product”, which also helped me in doing

research and I came to know about so many new things. I am really thankful to

them

Lastly, I would like to thank my parents, sister and my friends who

helped me a lot in finalizing

this project within the limited time frame.

Students Signature
Contents
sl no. parti culars Page no.
1 . I n t r o d u c ti o n 6 - 8
2 . Consumer Preference 9 - 1 4
3. Chocolate Production 15 – 21
4 . Introduction to Chocolate company 22 - 23
5 . Company overview of Cadbury India 24 - 39
6 . Data Analysis and Interpretation 40 - 45
ABSTRACT:

The present study is based on the awareness of CADBURY DAIRY MILK among the customers. A

sample survey of 100 respondents was undertaken to find out the awareness of

CADBURYDAIRY MILK in Brahmapur city. The study mainly concentrated on general price level,

quality& consumer expectation overall satisfaction about CADBURY DAIRY MILK, general

awareness and consumer preferences of CADBURY DAIRY MILK.

1.INTRODUCTION
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

1987 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 evey, using

condensed milk rather than milk powder. In the early 1900s, George Cadbury Junior and

experts at Bourneville took on the Swiss, researching new recipes and production methods. By

June 1904, the recipe was perfected and adelicious rich and creamy new milk chocolate was

ready for production.

2.REVIEW OF THE LITERATURE

The second of the three bars in the bliss range, here we have the old classic: hazelnut. The

slight difference here is that there are no actual hazelnuts in here, rather a “roasted hazelnut

paste (5%)”mixed in with the chocolate truffle. Unsurprisingly Cadbury have used a brown

theme along with the purple for this particular edition, and it looks quite nice. Being a big fan of

Japanese confectionery, I like the cardboard boxes and elaborate over packaging they tend to

use, and it’s nice to see Cadbury using boxes for these rather than plain foil wrappers. Inside

the box is, of course, a foil wrapper though into the kind used in Lindt /green & black’s etc.),

and then ten more big truffle chunks for me to devour. It’s nice to eat a hazelnut bar that

doesn’t leave little pieces in my mouth after I was done with it, but it seemed a little lacking in

actual hazelnut taste.

Introduction to the Industry
INTRODUCTION:
In this research I have survey the product performance and buying behavior of famous brand

chocolates Cadbury, which is consumed by people of all ages. During this research I have

interacted with people of “Brahmapur city”. After this research I came to know how people

perceives these products on the variables like price, quality, advertisement, satisfactions, taste,

packaging, brand loyalty etc. also came to know which particular brand of chocolate is most

preferred by people of different age groups. In this research I have surveyed that how

frequently and how much chocolate they consume, whether they buy small, big or family pack.

Trend of ongoing changes in their likings has been shown in the report I have tried to explain

the entire research and facts product wise.

CONSUMER PREFERENCE
All marketing starts with the consumer. So, consumer is a very important person to a marketer.
Consumer decides what to purchase, for whom to purchase, why to purchase, from where to
purchase, and how much to purchase. In order to become a successful marketer, he must know
the liking ordisliking of the customers. He must also know the time and the quantity of goods
and services, a consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept of market was
let the buyer’s beware or when the market was mainly the seller’s market. Now the whole
concept of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell
whatever the consumer likes. In this sense, “consumer is the supreme in the market”

As consumers, we play a very vital role in the health of the economy local, national or inter

national.The decision we make concerning our consumption behavior affect the demand for the
basic raw materials, for the transportation, for the banking, for the production, they effect the

employment of workers and deployment of resources and success of some industries and

failures of others. Thus, marketer must understand this.

Preference (or “taste”) is a concept, used in the social sciences, particularly economics. It

assumes a realor imagined “choice” between alternatives and the possibility of rank ordering of

these alternatives, based on happiness ,satisfactions, gratification, enjoyment, utility they

provide. More generally, it can be seen as a source of motivation. In cognitive sciences,

individual prefences enable choice of objectives /goals.

History of chocolate

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central

America, who first enjoyed “chocolate” a much-prized spicy drink made from roasted cocoa

beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat,

chocolate has been a much sought-after food

Chocolate across Europe

An Italian traveler, Francesco Carletta, 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.

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor,
sir Han’s

Sloane, who-after traveling 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.

History:
The earliest record of chocolate was over fifteen hundred years ago in the central America

rainforests, where the tropical mix of high rain fall combined with high year-round

temperatures and humidity provide the ideal climate for cultivation of the plant from which

chocolate is derived, the cocoa tree.

“Chocolate is made from the cocoa bean, found in pods growing from the trunk lower branches

of the cacao tree, Latin name “The obroma cacao” meaning “food of the god “cacao was

corrupted into the more familiar “cocoa” by the early European explorers. The Maya brewed a

spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and

capsicum peppers and letting the mixture ferment”.

Chocolate in Europe:
Xocolat! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this

time the conquistadors had learned to make the drink more palatable to European tastes by

mixing the ground roasted beans with sugar and vanilla (a practice still continued today), thus

offsetting the spicy bitterness of the brew the Aztec’s drank.

The first chocolate factories opened in Spain, where the dried fermented beans brought back

from the new world by the Spanish treasure fleets were roasted and ground, and by the early

17th century chocolate powder-from which the European version of the drink was made-was

being exported to the parts of Europe .The Spanish kept the source of the drink-the beans-a

secret for many years, so successfully in fact, that when English buccaneers boarded what they

thought was a Spanish “treasurer galleon” in 1579,only to find it loaded with what appeared to

be “dried sheep’s droppings they burned the whole ship in frustration. If only they had known,

chocolate was so expensive at that time, that it was worth its weight in silver (if not gold),

chocolate was treasure indeed!

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around 160gms in

the urban areas, compared to 8-10kg in the developed countries. IN rural areas, it is even

lower. Chocolates in Indiaare consumed as indulgence and not as a snack food. A strong volume

growth was witnessed in the early90’s when Cadbury repositioned chocolates from children to

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

base. Leading player like Cadbury has been attempting to do this by value for money offerings,

which are affordable to the masses.

Back to the America’s

Event’s went full circle when English colonists carried chocolate (and coffee) with them to

England’s colonies in north America. Destined to become the united states of America and
Canada, they are now the world’s largest consumers –by far- of both chocolate and coffee,

consuming over half of the words total production of chocolate alone.

The Quakers
The Quaker swere, and still are, a pacifist religious sect, an offshoot of the puritans of English

civil war and pilgrim fathers fame and a history of chocolate would not be complete without

mentioning their part init.some of the most famous names in chocolate were Quakers, who for

centuries held a virtual monopoly of chocolate making in the English-speaking world –fry,

Cadbury and row tree are probably the best known.

It’s probably before the time of the English civil war between parliament and king Charles 1 st

that the Quaker’s who evolved from the puritans, first began their historic association with

chocolate. Because of their pacifist religion, they were prohibited from many normal business

activities, so as an industrious people with a strong belief in the in the work ethic (like the

puritans), they involved themselves in food related businesses and did very well. Banking was a

common occupation for them because bread wasregarded as the biblical “staff of life”, and

bakers in England were the first to add chocolate to cakes so it would be a natural progression

for them to start making pure chocolate. They were also heavily involved in breakfast cereals

but that’s another story.

What is certain is that the fry, row tree and Cadbury families in England among others, began

chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is

credited with producing and selling the world’s first chocolate bar. Fries have now all but

disappeared (taken over by Cadbury)and row tree have merged Swiss company nestle, to from
the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate

production and are now, if not quite the largest, probably one of the best-known chocolate

makers in the world

Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began

adding cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes van

houten, invented amethod of extracting the bitter tasting fat or “cocoa butter” from the

roasted ground beans, his aim was to make the drink smoother and more palatable, however

he unknowingly paved the way for solid chocolate as we know it.

Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England-mixd

sugar with cocoa powder and cocoa butter (made by the van houten process) to produce the

first solid chocolate bar then in1875 a Swiss manufacturer,

Daniel’s peters, found a way to combine (some would say improve, some would say ruin) cocoa

powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.
CHOCOLATE PRODUCTION
The cocoa-bean-the heart of the sweetest delicacy in the world –is bitter! This is why, up to the

18thcentury some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded the

precious bean was waste or used it, as was the case among the Aztecs, as a form of currency.

The Varieties

There are two quite different basic classifications of cocoa, under which practically all varieties

can be

categorized: Criollo and Forastero cocoas. The pure variety of the criollo tree and Forastero

cocoas.Thepure variety of the Criollo tree is found mainly in its native Equador and Venezuela.

The seeds are offiner quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of

high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the

world crop. There maining 90% is harvested from trees of the Forastero family, with its many

hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only in

the hottest regions of the world.

Harvest

Immediately after harvesting, the fruit is treated to prevent it from rotting. At fermentation

sites either in the plantation or at, collecting points, the fruit is opened.

Fermentation

The fermentation process is decisive in the production of high-quality raw cocoa. The technique

varies depending on the growing region

Drying

After fermentation, the raw cocoa still contains far too much water, in fact about 60%. Most of

this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or

on mats? After a week or so, all but a small percentage of the water evaporated.

Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned by passing through

sieves, and by brushing Finally, the last vestiges of wood, jutefibers, sand and even the finest

dust are extracted by powerful vacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire

roastingprocess, during which the air in the nearly 10 feet high furnaces reaches a temperature

of 130 C, iscarried out automatically.

Crushing and shelling

The roasted beans are now broken into medium sized pieces in the crushing machine

Blending

Before grinding, the crushed beans are weighted and blended according to special recipes. The

secret of every chocolate factory lies in the special mixing ratios, which it has developed for

different types o fcocoa.

Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling

equipment and then fed on to rollers where they are ground into a fine paste. The heat

generated by the resulting pressure and friction cause the cocoa butter (approximately 50% of

the bean) contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets:

this isthe cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of

the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes

through various blending and refining processes, during which some of the cocoa butter is

added to it. The two paths have rejoined.

Cocoa Butter

The cocoa butter has important functions. It not only forms part of every recipe, but it also later

gives the chocolate its fine structure, beautiful luster and delicate, attractive glaze.

Cocoa Powder
After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20%

proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several stages and we

obtain a dark, strongly aromatic powder, which is excellent for the preparation of delicious

drinks – cocoa. Cocoa paste, sugar and milk are the four basic ingredients for making chocolate.

By blending them in accordance with specific recipes the three types of chocolate are obtained

which form the basis of ever product assortment, namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or

condensed milk, sugar and flavoring – may be vanilla – go into the mixer, where they are

pulverized and kneaded.

Rolling
Depending on the design of rolling mills, three or five vertically mounted steel rollers rotate in

opposite directions. Under heavy pressure they pulverize the tiny particles of cocoa and sugar

down to a size ofapprox.30 microns. (one micron is a thousandth part of a millimeter.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. But within two or

three days all that will have been put right. For during this period ,the Chocolate paste will be

refined to such an extent in the conches that it will flatter even the most discriminating palate.

Conches (from the Spanish word “concha”, meaning shell) is the name given to the troughs in

which 100to 1000 kilograms of chocolate paste at a time can be heated up to 80 c and, while

being constantly stirred, is given a velvet smoothness by the addition of certain amounts of

cocoa butter. A kind of aeration of the liquid chocolate paste then takes place in the conches:

its bitter taste gradually disappears and the flavor is fully developed. The chocolate no longer
seems sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity,

which gives it its reputat

Introduction to Chocolate & Company

CADBURY
 John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste

to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today’s standards this

chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for

public tastes.

There was a great deal of competition from continental manufacturers, not only the French, but

also the Swiss, renowned for their milk chocolate.

Led by George Cadbury Junior, the Bourneville experts set out to meet the challenge. A

considerable amount of time and money was spent on research and no new plant designed to

produce the chocolate in larger quantities.

A recipe was formulated incorporating fresh milk, and production processes were developed to

produce a milk chocolate ‘not merely as good as, but better than ‘the imported milk chocolate’.
Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top

selling brand was launched.

Three names were considered: Jersey, Highland milk and Dairy maid. Dairy maid became

Dairymilk, Cadbury’s Dairy Milk. With its unique flavour and smooth creamy texture, was ready

to challenge the Swiss domination of the milk chocolate market.

By 1913 Dairy milk had become the company’s best-selling line and in the mid-twenties

Cadbury’s Dairy Milk gained its status as the brand leader, a position it has held ever since.
 COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before

distribution in Indian market. After 59 years of existence, it today has five company-owned

manufacturing facilities at thane, Induri (Pune) and malanpur (Gwalior), Bangalore and Baddii
(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The

corporate office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food

Drinks and in the Candy category.

“CEO OF CADBURY INDIA – AnandKripalu”

With annual revenues of approximately $60 billion, the combined company is the world’s

second largest food company, making delicious products for billions of consumers in more than

160 countries. We employ approximately 140000 people and have operations in more than 50

countries.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership

over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Eclairs and

Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand

share in the world! Their flagship brand Cadbury Dairy Milk 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 their main product Bournvita – the leading malted food Drink

(MFD) in the country. Similarly, in the medicated candy category Halls is the undisputed leader

The Cadbury India Brand Strategy has received consistent support through simple but

imaginative extensions to product categories and distribution. A good example of this is the

development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes

is positioned as “The new concept of sweet snacking”. It delivers the taste of chocolate in the

form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged

snack market, which has been dominate duntil now by Salted Bagged Snach Brands. Bytes was

first launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over

two decades, it has worked with the Kerala Agriculture University to undertake cocoa research

and released clones, hybrids that improve the cocoa yield.

Today, Cadbury is poised in its leap towards Quantum growth and new categories of business,

namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world’s

No. 1Confectionery Company

CADBURY WORLD WIDE

Cadbury is the world’s largest confectionery company and have a strong regional presence in

beveragesin the Americas and Australia.

With origins stretching back over 200 years, today their products - which include brands such as

Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne ,Bubblicious and

Bassett - are enjoyed in almost every country around the world. We employ around 60000

people

Their heritage starts back in 1783 when Jacob Schweppe perfected his process for

manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John Cadbury

opened in Birmingham selling cocoa and chocolate.

These two great household names merged in 1969 to form Cadbury Schweppes plc. Since then

they have expanded their business throughout the world by a programme of organic and

acquisition ledgrowth.

Concentrating on their core brands in beverages and confectionery since the 1980s, they have

strengthened their portfolio through almost fifty acquisitions, including brand icons such as

Mott’s Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 up and

Snapple.

 It employs 60000 people in over 200 countries

  World’s No 1 Confectionery company

 World’s No 2 Gums company

 World’s No 3-beveragecompany

STORY OF CADBURY
The story of Cadbury Dairy Milk started way back in1905 at Bourneville, U.K., but the journey

with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of

CadburyDairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy

Milk witha variety of ingredients and are very popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for

‘something sweet’ after meals.

Cadbury Dairy Milk has exciting products on offer Cadbury Dairy Milk Wow ie, chocolate with

Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of
milk chocolate and white Chocolate. Giving consumers an exciting reason to keep coming back

into the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has

participated and been a part of every Indian’s moments of happiness, joy and celebration.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90’s, chocolates were seen as ‘meant for kids’, usually a reward or a bribe for

children. In the mid 90’s the category was re-defined by the very popular ‘Real Taste of life’

campaign, shifting the focus from ‘just for kids’ to the ‘Kid in all of us. It appealed to the child in

every adult. And Cadbury Dairy Milk became the perfect expression of ‘spontaneity’ and

‘shared good feelings’

The ‘Real Taste of Life’ campaign had many memorable executions, which people still fondly

remember How ever, the one with “girl dancing on the cricket field” has remained etched in

everyone’s memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded ‘The Campaign of the Century’ , in India at the Abby (Ad

club ,Mumbai) awards.

In the late 90’s to further expand the category, the focus shifted towards widening chocolate

consumption amongst the masses, through the ‘KhanewalonKoKhane Ka BahanaChahiye’

campaign .This campaign built social acceptance for chocolate consumption amongst adults, by

show casingcollective and shared moments.

More recently, the ‘KuchMeetha Ho Jaye’ campaign associated Cadbury Dairy Milk with

celebratory occasions and the phrase “Pappu Pass Ho Gaya” became part of street language. It

has been adopted by consumers and today is used extensively to express joy in a moment of

achievement / success.

The interactive campaign for “Pappu Pass Ho Gaya” bagged a Bronze Lion at the prestigious

Cannes Advertising Festival 2006 for ‘Best use of internet and new media’. The idea involved a

tie up with Reliance India mobile service and allowed students to check their exam results using

their mobile service and encouraged those who passed their examinations to celebrate with

Cadbury Dairy Milk.

The ‘Pappu Pass Ho Gaya’ campaign also went on to win Silver for The Best Integrated

Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global

benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the no.1 most trusted brand in Mumbai for 2005 edition of

Brand Equity’s Most Trusted Brands survey.

During the 1st world war, Cadbury Dairy Milk supported the war effort. Over 2000 male

employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to

the front

Cadbury Bytes was launched in 2004-05 as Cadbury’s foray into the rapidly growing packaged

snack market.
Cadbury Bytes is one of a kind snacks, in that it is sweet and no salty, as compared to most of

the other snacks. It’s a bite sized snack with a crunchy wafer and rich Choco cream filling. There

are three variants of Bytes available in the market – Regular, Coffee and Strawberry, at two

price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged

snack category. They are also the gateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with well entrenched and established

brands. It is an exciting challenge for us to take the brand forward and make it a stupendous

success.

Cadbury Bytes is positioned as the ‘only sweet snack’ in the world of salty snacks. The

proposition we have arrived at is “Snacking ka meethafunda”, Where we take a pot-shot at

other snacks, by saying ‘Harsnacknamkeennahihota’ . The product is all about breaking a cliché

and teenagers identify withbreaking stereotypes. The new commercials- ‘Tomy’ and ‘Villian’,

talk about breaking the stereotype.

CADBURY BOURNVITA

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the

name of Cadbury –Fry (India). Cadbury Bournvita was launched during the same year It is
among the oldest brands in the malt-based Food/Malt food category with a rich heritage and

has always been known to provide the best nutrition to aid growth and all-round development.

Throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of

product ,packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has

helped the brand maintain its leadership position and image over last 50 years.

The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was

launched in1948. It hardly surprising then, that Bournvita enjoys a major presence in the malt

food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of

cities, towns and villages 3,50,000outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while

bringing up their children. However, Children always look out for the tastiest option to make

their daily dose of milk more enjoyable

Cadbury now suffers two options to capture this appeal: Cadbury Bournvita, with its popular

chocolate taste, and its latest offering, Cadbury Bournvita 5-starmagic, leveraging the rich

chocolate and caramelflavour of Cadbury5 star.

The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was

launched in1948. It is hardly surprising then, That Bournvita enjoys a major presence in the

malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds

of cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while

bringing up their children. However, children always look out for the tastiest option to make

their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular

chocolate taste, and its latest offering, Cadbury Bournvita 5-star Magic, leveraging the rich

chocolate and caramel flavour of Cadbury 5 star.

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of

theconsumers.

During the 70’s the communication centered on ‘Good upbringing’ and Bournvita became an

essential building block for childhood. “Goodness that grows with you” was the campaign idea

that communicated this thought.

In the 80’s the focus shifted from ‘Upbringing’ to ‘intelligence’ with the more aggressive

“Brought upright, Bournvita bright” campaign, which was very successful during its time.

In the early 90’s all brands in the category provided purely physical benefits like nourishment,

energy and growth. It was at this time that Bournvita decided to raise the bar by promising

physical and mental benefits. This resulted in the famous Tan kiShakti, Man KiShakti Campaign

which became an anthemfor the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers,

Cadbury Bournvita is about arming consumers with confidence to take on physical and mental

challenges that nobody else can, resulting in one of the most successful advertising campaigns

which is based on ‘Real Achievers who gave grown up on Bournvita’.

Did you know:

In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian

teamThe Cadbury Bournvita Quiz contest, which started airing on April 12 th 1972, is India’s

longest running national school quiz contest. Starting out as a contest held in cities, and then on

radio, the contest currently has been running for over 10 years on satellite television.
It has over 500 episodes to its credit, and today the contest directly reaches more than

11,25,000Students, in 4000 schools across 66 cities and 7 countries – UAE, Kuwait, Oman,

Bahrain, Nepal andIndia.

HALLS:

Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery

brand in the world. In 1930’s, the hall brothers invented its Mentho-Lyptus formula, using a

combination of menthol and eucalyptus, and began producing cough drops. The cough drops

were introduced into the US during the mid – 1950s. Warmer-Lambert recognized the potential

of the product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under

the Adams family, and the first nationaltelevision campaign was aired in the US & the results

were a resounding success.

Our Journey:

Halls was first launched in India in 1968 & soon established itself as a ‘therapeutic’ candy

competing in the cough lozenge market. Halls has been sold in India as part of the Pfizer &

Warmer Lambertnetworks before it came into the Cadbury fold in 2003 as part of a global

merger with Adams Confectionery.Halls has had a colorful advertising history in India & was in

fact, one of the earliest brands toadvertise on television in India. In the 1980’s Ad’s featuring

MeenakshiSheshadri and later, VijetaPandit on its Unique ‘vapour action’ formula with a classic

Halls Jingle were aired which established thebrand firmly in the market. In the 90’s, Halls

advertising adopted a different take with its ‘Traffic Jam’ Ad where Halls restores order to a

situation of chaos & the early 2000’s saw Halls advertising on the‘refreshment’ platform. Over

the years Halls has been strongly positioned on the soothes sore throatbenefit in the

consumers mind.

Halls continues to be one of the leading mint brands in India even in the changed competitive

context.
Did You Know:

 Halls is marketedin 24 different countries around the world & is offered in over 26

flavours.

 Halls produced the largest sweet in the world in 1964. Weighting 76kilos, the sweet was

put on exhibition in New York.

 Halls accounts for more than 50% of international cough drop sales.

In 2002, people consumed 1,00,000 tons of Halls!

BUBBALOO

Cadbury India has expanded its confectionery portfolio in 2007 by foraying into the bubble

gumcategory with the launch of Bubbaloo Bubblegum- a successful bubblegum brand film

forms itsinternational portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with high level of

a great tasting fruit flavoured liquid that floods your mouth instantly.

Bubbaloo is currently available in two yummy flavours – strawberry and mixed Fruit.

The communication focuses on the “fun filled liquid centre” of Bubbaloo and is anchored by

“Bubba-the cat”, the international mascot for the brand Bubbaloo.

Did You Know?

Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for the

largest bubblegum ever blown is 58.4cm. The bubble was blown by susan Montgomery

Williams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.

DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey

with chocolate lovers in India began in 1948.The variants Fruit & Nut, Crackle and Roast

Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are

very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer –

Cadbury Dairy Milk Wow ie, chocolate with Dinsey characters embossed in it, and Cadbury

Dairy Milk 2 in 1 , a delightful combination of milk chocolate and white chocolate. Giving

consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
5 STAR

The second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 star moves

from strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nought inside,

Cadbury 5star has re-invented itself over the years to keep satisfying the consumers taste for a

high quality &different chocolate eating experience.

One of the key properties that Cadbury 5 star was associated with was its classic Gold color.

And through the passage of time, this was one property that both, the brand and the consumer

stuck to as avaluable association.

More recently, to give consumers another reason to come into the Cadbury 5 star fold ,

Cadbury 5 star Crunchy was launched. The same delicious Cadbury 5 star was now available

with a dash of rice crispies.

PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers

With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk

unveiledtwo new offerings-Perk XL and XXL. In 2004, with an added dose of ‘Real Cadbury Dairy

Milk’ and ‘improved wafer’. Perk became even more irresistible.

CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry fruits

during festive seasons.

Cadbury celebrations is available in several assortments: An assortment of chocolates like 5-

star, perk, Gems, Dairy Milk and Nutties and rich dry Fruits enrobed in Cadbury dairy milk

chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and

caramels.

The super-premium Celebrations Rich Dry Fruit Collection which is festive offering is an exotic

range of chocolate covered dry fruits and nuts in various flavours and the premium dark

chocolate range which isxotic dark chocolate in luscious flavours.

TEMPTATION
Cadbury Temptation is a range of delicious premium chocolate in five flavour variants – Roast

Almond Coffee, Honey Apricot, Mint Crunch, BlackForestand Old Jamaica.

CADBURY COCOA PARTNERSHIP GHANA PROGRAMMES

Cadbury and Cadbury colleagues have been working with communities in Ghana for a number

of years. Together we have donated over 2.6 tons of school books, raised funds for over 950

wells, and delivered over 5000 bikes helping to increase the attendance of thousands of

children who commute long distances to school.

3.RESEARCH METHODOLOGY
Researcher adopted the descriptive research for the study. Research design is the basis of

defining the research problem. The preparation of the design of the project is popularly known

as research design. It was used in primary data was collected directly from the faculty through

the questionnaire method. The probability sample techniques are used to simple random

sampling and sample size is 100.in this study Respondents were asked to reveal their

agreeableness and disagreeableness for the statement whereas

5.Highly satisfaction4. satisfaction3. neutral2. dissatisfaction1. Highly dissatisfaction

4.OBJECTIVE

To study the satisfaction level of customers towards dairy milk.

P a r ti c u l a r s Highly satisfied S a ti s fi e d N e u t r a l Dissati sfi e d Highly dissatisfied

P r i c e 2 2 5 3 2 0 3 2

Q u a l i t y 3 8 4 2 1 8 1 1

T a s t e 4 4 2 9 1 4 8 5

Available 2 6 4 4 1 7 9 4

Package 4 0 3 9 1 4 3 4

Advertisement 4 0 3 5 1 4 5 6

PRICE
60

50

40

30

20

10

0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

QUALITY

45
40
35
30
25
20
15
10
5
0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

TASTE
50
45
40
35
30
25
20
15
10
5
0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

AVAILABLE

50
45
40
35
30
25
20
15
10
5
0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

PACKAGE
 45

40

35

30

25

20

15

10

0
highly satisfied satisfied neutral dissatisfied highly dissatisfie

ADVERTISEMENT

45

40

35

30

25

20

15

10

0
highly satisfied satisfied neutral dissatisfied highly dissatisfied

FINDINGS
  53% of the respondents are satisfied in price of dairy milk.

 42% of the respondents are satisfied in quality of dairy millk

 44% of the respondents are highly satisfied in taste of dairy milk.

 44% of the respondents are satisfied in available of dairy milk.

 40% of the respondents are highly satisfied in package of dairy milk.

 40% of the respondents are highly satisfied in advertisement of dairy milk.

CONCLUSION

This project is very useful & helpful to my future studies also. I gather more information about

publicpreference with their selection of DAIRY MILK. It helpful to meet some occupational

peoples.Igather that how their choosing their DAIRY MILK with various opinion like accessibility

of the product,assurance of the product, service of the product, userfriendliness of the product,

quality of theproduct, etc.

SUGGESTION

 The company should maintain the awareness among CADBURY DAIRY MILK.

 The company should provide more varieties of a product.

 It reduces the cost and increases the offers.

REFERENCE

Books:
Marketing management-kotler Philip

Websites:

www.Scribd.com

Annexure

QUESTIONNAIRE

PROJECT REPORT ON CONSUMER PREFERENCE TOWARDS CADBURY CHOCOLATES

Que1. Do you eat chocolate ?

Yes No

Que2.Which brand of chocolate do you prefer?

Cadbury Other

Que3.How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

F a c t o r s Very Important I m p o r t a n t N o r m a l Least Important N o n e

Flavour/taste
P r i c e
Q u a l i t y
Packaging
F o r m
B r a n d
I m a g e
C o l o r
S h a p e
Q u a n ti t y

Que4. How much are you satisfied with the following factors in your preferred chocolate? (Tick
in the desired column)

F a c t o r s Very Satisfied S a ti s fi e d N o r m a l Least Satisfied Can’t Say

Flavour/taste
P r i c e
Q u a l i t y
Packaging
F o r m
B r a n d
I m a g e
C o l o r
S h a p e
Q u a n ti t y

Que5. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que6. What pack do you purchase?

Small Big Family Pack

Que7. Which promotional offers attract you most?

Free gifts Price Offer Any Other

Que8. Which of these factors affect your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors’ Advice

Brand Ambassadors

Ingredients

Que9.Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que10. How frequently do you purchase chocolates?

Once in a fortnight Daily Monthly

Weekly Quarterly

Que11. What according to you is the reasonable price of chocolate?

Below 5 5-10 10-20

20-30 Above 30

Que12. If you preferred brand is not available for repeat purchases then what will you do?

Postpone your purchase

Switch over to another brand

Go to the order shop to search for your preferred brand

Que13. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?

No, not at all I may consider

No, I shall not Can’t say

Que14. If you don’t like to change to the new brand, then what are the reasons for continuing
to purchase the old brand?

-------------------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------------------------
----------------
Que15. A sale promotion scheme like Rs. 2/- off, 10 gms extra, a candy free, etc. would affect
your purchase decision.

Yes No

Que16. If you want to buy a wafer chocolate, say KitKat and if it is not available you would
settle for a Bar chocolate, say 5 Star or Cadbury’s Dairy Milk.

Yes No

Que17. An ideal chocolate would taste as follows: -

Bitter Wafer enrobed

Caramels, Nuts inside

Any others

Que18. On an occasion I would like to gift a chocolate to a loved one.

Yes No

Que19. Most of my chocolate purchases are pre-planned.

Yes No

Que20. What size of a chocolate do you normally buy?

5 gms 25 gms/ 30gms 80 gms

Super Saver Packs (105 gms) 200 gms

Que21. Are you happy with the kind of chocolate brands available in India, today?

Yes No

Que22. If No, then Why not?

---------------------------

Que23. The price of your Favorite brand or preferred brand of chocolate is:

High & Expensive77 Reasonably Ok

Cheap

Que24. If the price of your favorite brand is reduced, you will buy more of it?

Yes No

PERSONAL DETAILS

Name:

Address:

Age:

Between 0-10 Between 10-20

Between 20-30 Above 30

Gender:

Phone Number:

Marital status:

Education:

Profession: