Cadbury Project Effectiveness of Promotional Strategies

Effectiveness of Promotional Strategies of Cadbury
A PROJECT REPORT ON
“EFFECTIVENESS OF PROMOTIONAL STRATEGIES

OF CADBURY”
Submitted by
GOVARDHAN S
MZC17MBA20
Under the guidance of

Prof. BABITHA ELSA OOMMEN
(Head of the Dept., Mount Zion School of Business Management)
In partial fulfilment of the requirements for awarding the degree of
MASTER OF BUSINESS ADMINISTRATION
of
A P J Abdul Kalam Technological University, Trivandrum
SCHOOL OF BUSINESS MANAGEMENT

MOUNT ZION COLLEGE OF ENGINEERING
KADAMMANITTA
NOVEMBER 2018
1
Mount Zion School of Business Management
DECLARATION
I undersigned, hereby declare that project titled “EFFECTIVENESS OF PROMOTIONAL

STRATEGIES OF CADBURY “submitted in partial fulfilment for the award of degree of Master
of Business Administration of A P J Abdul Kalam Technological University, Trivandrum is a
bonafide record of work done by me under the guidance of Prof. Babitha Elsa Oommen , Head
of the Dept., School of Business Management, Mount Zion College of Engineering,
Kadammanitta. This report has not previously formed the basis for the award of any degree,
diploma, or similar title of any University.
DATE : GOVARDHAN S
2
ACKNOWLEDGEMENT
Through this acknowledgement I express my sincere gratitude towards all those people who helped
me in this project, which has been a learning experience.
This space wouldn’t be enough to extend my warm gratitude towards my project guide Prof.
Babitha Elsa Oommen, Head of the department, for her efforts in coordinating with my work and
guiding in right direction.
I escalate a heartfelt regards to our Director Prof. Dr. T.C Varghese for giving me the essential
hand in concluding this work.
It would be injustice to proceed without acknowledging those vital supports I received from my
beloved classmates and friends, without whom I would have been half done.
I also use this space to offer my sincere love to my parents and all others who had been there,
helping me walk through this work.
GOVARDHAN S
3
INDEX
SL. No TOPICS PAGE No

1 INTRODUCTION 1-3
1.1 Background of the study 1
1.2 Need and Significance of

the study 1
1.3 Statement of problem 2
1.4 Objectives of the study 2
1.5 Limitations of the study 2
1.6 Organization of the report 3
2 PROFILES 4-6
2.1 Industry Profile 4

2.2 Company Profile 4
2.3 Product Profile 5
3 LITERATURE 7-8
REVIEW
4
4 THEORETICAL
FRAMEWORK 9
5 RESEARCH
METHODOLOGY 10 - 11
5.1 Research Design 10
5.2 Sources of Data 10
5.3 Sample Design

11
5.4 Sampling method 11
5.5 Methods used for 11

Collecting Data
6 DATA ANALYSIS 12 – 31
6.1 Weighted Average 12
Method
6.2 Percentage Analysis
15
6.3 CHI – Square Test 30
7 FINDINGS 33
8 RECOMMENDATIONS 34
CONCLUSION 35
BIBLIOGRAPHY 36
5
APPENDICES 37- 38
LIST OF TABLES
TABLE No TITLE PAGE No.
6.1.1 Observed Weightage 12
6.1.2 Weighted average for quality 12
6.1.3 Weighted average for price 13
6.1.4 Weighted average for offers 13
6.1.5 Weighted average of Any other 13
6.1.6 Ranking order of particulars 14
6.2.1 Awareness about products 15
6
6.2.2 Preferring Cadbury products from 16

other manufacturers
6.2.3 Availability of product in every 17

outlets.
6.2.4 Showing when Cadbury brand is 18

not available with retailers then,
what will customers do
6.2.5 Showing price affordability 20
6.2.6 Showing advertisement 21

techniques that customers like
6.2.7 Presence of celebrities in 22

advertisement
6.2.8 Quality of item as per the 23

advertisement
6.2.9 Liked our social media pages 24
7
6.2.10 Promotional Strategies affected 25

customers purchase decision
6.2.11 Factors affected to buy our 26

product.
6.2.12 Opinion about satisfaction of our 28

product.
Showing the benefits of sales

6.2.13 promotion scheme reach to the 29
customers.
6.2.14 Showing the products that 30

customers spend more.
6.2.15 Recommenders of our product 31
6.3 Chi – Square test table 32
8
INTRODUCTION
1.1 BACKGROUND OF THE STUDY

The Cadbury’s Incorporation has taken the opportunity to offer us a broader view of chocolate
category. The Cadbury’s, India’s no.1 Chocolate, is able to share their market insights based upon
unparalleled breath of chocolate experience.
Cadbury has grown from strength to strength with new technologies being introduced to make the
Cadbury confectionary business, one of the most efficient in the world. The merger in 1969 with
Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking
the lead in both, the confectionary and soft drink market and becoming a major force in the
international market. Cadbury Schweppes today manufactures product in 60 countries and trades
in staggering 120. The Cadbury story is a fascinating story of a family business that grew in one
of the biggest, most loved chocolate brand in the world.
1.2 NEED AND SIGNIFICANCE OF THE STUDY
There is nothing any better than a good piece of chocolate. Its rich, its creamy, its smooth, and it
makes us feel so good for a few moments of course, that is; until the guilt of the calories kick in.
Chocolate happens to be one of my favourite sweets. The wonderful creamy milk chocolate,
bittersweet chocolate, white chocolate, or even my personal favourite a silky dark chocolate, the
choices are hard and sat down this weekend to really think about, and compare the differences.
The compared two favourite types of chocolate, milk chocolate, and dark chocolate. Milk
chocolate is usually paired with nuggets, nuts, creams or caramels, but the dark chocolate is best
with a wine such as a Muscat Canelli.
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1.3 STATEMENT OF THE PROBLEM
Cadbury has enjoyed a substantial fan base in India. The Dairy Milk primarily is a huge success.
Initially, the company had appointed Amitabh Bachan as the brand ambassador in 2004.However
the brand soon faced a significant backlash with worms being spotted in the chocolate bars. With
its new campaigns however the company did get back on its feet. Cadbury is known for its
marketing campaigns in India that have known to instill a sense of playfulness and innocence with
its campaigns. One campaign that promoted the product by using the country's love for cricket was
very successful. The ad is noted to be the best advertisement made in India by the Times of
India. Another famous campaign hosted by the company in the past was the 'Shubh Aarambh'
Campaign. This campaign made use of the traditional practice of Indian households of having
something sweet before every auspicious occasion. It is a traditional belief that this leads to a
favorable outcome for the people. This campaign was also a huge hit and positioned Cadbury Dairy
Milk chocolates as part of a family name. Cadbury today holds 70% of the market share of the
chocolate industry in the country.
1.4 OBJECTIVES OF THE STUDY

 To identify the key promotional strategies adopted by Cadbury.
 The best promotional strategies identified by the company to promote the product.
 To identify the satisfaction level of customers towards promotional strategies.
 Identify the factors influencing customers towards the purchase of the product
1.5 LIMITATIONS OF THE STUDY
 Data of only 100 youths is collected, because of scarcity of time.

 Age group of 18-25 is taken. Elders or children may have different opinion about
the products of Cadbury’s.
 Lack of response by some youths to provide the data.
 There is scope for further research, and is detailed study can be attempted in
this area.
10
1.6 ORGANIZATIONS OF THE REPORT
This empirical study is organized into eight chapters.
 The First chapter presents Introduction which includes Background of the study, Need
and significance of the study, statement of the problem, objective of the study, limitations
of the study.
 The Second chapter presents Profiles which include Industry, Company and Product
profile
 The Third chapter covers the Review Literature
 The Fourth chapter presents Theoretical framework of Effectiveness of promotional
strategies of Cadbury
 The Fifth chapter presents Research methodology which include research design, sources
of data, primary data and secondary data, sample design sampling method, method of data
collection, data analysis technique
 The Sixth chapter discuss data analysis
 The Seventh chapter highlights findings
 The Eighth chapter presents Recommendations based on the findings that have been
made
 It recapitulates Conclusion of the study.
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2.1 INDUSTRY PROFILE
Cadbury, the confectionery giant and the second largest confectionery brand in the
world, is well known for its Crème Egg and Roses selection box and the world famous Dairy
Milk chocolate. It’s owned by Models 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 Bourneville estate
to provide the company’s workers a way to improve their living conditions. Cadbury is
constantly engaged in the extension of its products line to satisfy its customers. A good example
of this is Bytes. Bytes was first launched in South India in 2003. The corporate office is in
Mumbai. Cadbury is into the business of Chocolate Confectionary, Milk Food Drinks, and
Candies. To know more about work related opportunities in Cadbury Company, visit
http://www(dot)cadburyindia(dot)com/careers/teamcad.asp There are currently many good job
opportunities in Cadbury and you can take the benefit of the same. There are jobs in Cadbury in
the fields of Sales, Marketing, Supply Chain, Finance, etc.
2.2 COMPANY PROFILE
Cadbury international began as one man venture in Birmingham, UK in 1824, a young

Birmingham, UK in 1824, a young entrepreneur John Cadbury set--up a shop in Birmingham
to sell, among other things, a am to sell, among other things, a cocoa connection of his own. Form
such modest beginning; it has grown to be the kings; it has grown to be the leading manufacturer
of food, beverages and confectionary in the UK. It has ironer in the UK. It has revolutionised eating
habits worldwide and the name, Cadbury has become synonymous. Cadbury has become
synonymous with cocoa products in many countries. Cadbury Schweppes employs people the
around peps employs people the around the world over and has 50
12
Principle, subsidiary and associated companies in 21 countries. Associated companies in 21

countries.
In India Cadbury was setup as an s trade in 1947 and gradually began in a small way by
processing of imported chocolates and Bourn-vitae at cloaca, Mumbai. In 1948 the cloaca
Mumbai. In 1948 the company was incorporated as Cadbury Fry (Indian) private limited. In 1956,
the operations vote limited. In 1956, the operations were shifting from cloaca to Cadbury House.
The First India manufactured chocolates & India manufactured chocolates & Bourn vitae moved
out of Cadbury House in 1956, with further growth entire operations h further growth entire
operations were moved to our new locations at Thane. They now have manufacturing facilities at
have manufacturing facilities at other location such as Indore, Manipur and some other third party
units.
2.3 PRODUCT PROFILE
Cadbury Products
 Dairy Milk
 5Star
 Perk
 Celebration
 Temptation
Cadbury Schweppes plc., a global beverage and confectionary giant with annual sale
of Rest 20,000 core is the world’s number one non – cola soft drink company having bottling and
partnership operations in 14 countries and franchises of its brand in a further 86 countries
around the world. Its Hundred Percent subsidiary in India named Cadbury Schweppes
Beverage India (private) Limited (CSBIL) started operation in March 1995. The first brand was
launched was crush which was later followed by Canada Dry, Schweppes Tonic Water,
Schweppes Bitter Lemon.
13
CSBIL with its franchise agreement with 19 bottles throughout India proposes to be a
household name. It has a policy for FOBOs (Franchise owned bottling operations unlike
Coke and Pepsi which prefer COBO,s (Company owned bottling operations). In FOBO the
beverages company only supplies the concentrate and the marketing support to build brand equity.
The other aspects like machinery, bottling line, land and distribution is the responsibility of the
bottler.
14
3. LITERATURE REVIEW
Dr. Shendge (2012) on his study “Effectiveness of promotional strategies” viewed that
Chocolate is liked and eaten by all age group of people
Attiya Kanwal (2011) on his study “Effectiveness of promotional strategies” aimed at

determining consumer preference of international brands instead if national or local brands.
Consumer evaluates products based on information cues, which are intrinsic and extrinsic. If a
consumer is satisfied with a product, he will buy it again, become loyal and over time develop a
relationship with the brand. There are various factors which influence consumer purchase decision.
The price of a brand plays a fundamental role in the consumer’s choice of brand. If a brand is
priced too high then a consumer will avoid it.
Kaberi Bhattacharyya (2011) in his study “Effectiveness of promotional strategies’’ 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 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’ minds. Creative
juices give birth to myriad themes, processes, colors and themes and familiar and not-so-familiar
faces take them forward. Although advertisements traditionally remain the sheet anchor, brands
use other above-the-line and below-the-line techniques to gain an edge or grab eyeballs.
Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) on their study “Effectiveness of
promotional strategies” conducted that on 250 mobile phone users of various mobile phone service
providers such as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Indicom and few other players.
The results derived from the study indicate that the factor that induces the consumers to buy a
particular mobile phone operator is call tariffs followed by network coverage and brand image.
The study also highlights that majority of respondents are satisfied with the value added services
offered by their mobile phone service providers.
15
Dr. Shrinivas Patil (2011) on their article “Effectiveness of promotional strategies” pointed out
that the customer satisfaction is the key for company’s boom and sustainability of today’s
competitive marketing world. A company ought to know their customers’ sense towards products
and services. The study enables firms to scrutinize the changes in customer satisfaction, so that
company can act swiftly to satisfy them. Appraisal of customer satisfaction for unrelenting
perfection is a prerequisite for any company. Customer retention is also money-spinning;
companies will amplify profits by having better customer loyalty and satisfaction.
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4. THEORETICAL FRAMEWORK
Sales promotion is one of the elements of the promotional mix. The primary elements in
the promotional mix are advertising, personal selling, direct marketing and publicity/public
relations. Sales promotion uses both media and non-media marketing communications for a pre-
determined, limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include contests, coupons, freebies, and loss leaders, point of
purchase displays, premiums, prizes, product samples and rebates.
Sales promotion can be directed at either the customer, sales staff or distribution channel members.
Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions
targeted at retailers and wholesale are called trade sales promotions.
Sales promotion includes several communications activities that attempt to provide added value or
incentives to consumers, wholesalers, retailers or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate immediate sales. These efforts can attempt
to stimulate product interest, trial or purchase. Sales promotion is implemented to attract
New customers, to hold present customers, to counteract competition and to take advantage of
opportunities that are revealed by market research. It is made up of activities, both outside and
inside activities to enhance company sales. Outside sales promotion activities include advertising,
publicity, public relations activities and special sales events. Inside sales promotion activities
include window displays, product and promotional material displays and promotional programs
such as premium awards and contests.
17
5. RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. The
Research Methodology includes the various methods and techniques for conducting a Research.
“Marketing Research is the systematic design, collection, analysis and reporting of data and
finding relevant solution to a specific marketing situation or problem”. D. Slazenger and M.
Stephenson in the encyclopedia of Social Sciences define Research as “the manipulation of things,
concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an art”. Research is,
thus, an original contribution to the existing stock of knowledge making for its advancement. The
purpose of Research is to discover answers to the Questions through the application of scientific
procedures. Our project has a specified framework for collecting data in an effective manner. Such
framework is called “Research Design”. The research process followed by us consists of following
steps:
5.1 Research Design
The study was conducted as an explanatory sampling survey method to collect primary and
secondary data.
5.2 Sources of Data
Primary source of Data
Primary data are those collected by the investigator himself for the first time and thus they are
original in character, they are collected for a particular purpose. A well-structured questionnaire
was personally, administered to the selected sample to collect the primary data.
Secondary source of Data
Secondary data are those which have already been collected by some other persons for their
purpose and published. Secondary data are usually in the shape of finished products. External Data,
was generated from magazines, research books and internet (websites).
18
5.3 Sample Design
A sample is a representative part of the population. In sampling technique information is

collected only from a representative part of the universe and the conclusions are drawn on that
basis for the entire universe. A random sampling technique was used to collect data from the
respondents. A random sample is a sample selected from a population in such a way that every
member of the population has an equal chance of being selected and the selection of any individual
does not influence the selection of any other. The selection is purely depends on chance. So while
conducting the survey 100 respondents were selected at random.
5.4 Sampling method
The respondents of this dissertation was 100 chocolate users of different chocolate
companies in general, out of which 95 respondents were the consumers of Cadbury in particular
as the dissertation was focused on the consumer behavior and perception of users towards the
chocolate products with special reference to Cadbury. The respondents were personally contacted
for the purpose of the study. A questionnaire was used for survey and was answered by the
customers of cosmetics products. Most of the respondents were of age group 25 which was having
a frequency of 19, 24 respondents were in the age group of 24, 30 respondents were in the age
group of 33 and the rest were in the age group of 35.
5.5 Method of data collection
The data was collected through the questionnaire method.
19
6. Data analysis techniques
The main tools used to analyses the collected data are:
 Weighted Average Analysis

 Percentage Analysis
 Regression Analysis
DATA ANALYSIS
6.1 Weighted average calculation
Weight Quality Price Offer Any other

1 14 8 28 50
2 15 16 25 44
3 21 52 23 4
4 50 24 24 2
6.1.1 Observed Weightage

x1w1+x2w2+x3w3+x4w4
Weighted average =
𝑤1+𝑤2+𝑤3+𝑤4
a) Calculate weighted average for Quality
x1w1+x2w2+x3w3+x4w4
Weighted average = 𝑤1+𝑤2+𝑤3+𝑤4
Weight (w1) Quality(x1) w1x1

1 14 14
2 15 30
3 21 63
4 50 200
Total = 10 Total = 307
x1w1+x2w2+x3w3+x4w4 14+30+63+200
Weighted average = =
𝑤1+𝑤2+𝑤3+𝑤4 10
= 30.7
20
6.1.2 Weighted average for quality

b) Calculate weighted average for price
x1w1+x2w2+x3w3+x4w4
Weight (w1) Price (x1) w1x1

1 8 8
2 16 32
3 52 156
4 24 96
x1w1+x2w2+x3w3+x4w4 8+32+156+96
Weighted average = = = 29.2
𝑤1+𝑤2+𝑤3+𝑤4 10
6.1.3 Weighted average for price
c) Calculate weighted average for Offers
x1w1+x2w2+x3w3+x4w4
Weight (w1) Offers (x1) w1x1

1 28 28
2 25 50
3 23 69
4 24 96
x1w1+x2w2+x3w3+x4w4 28+50+69+96
𝑤1+𝑤2+𝑤3+𝑤4 10
6.1.4Weighted average for offers
d) Calculate weighted average for Any other
x1w1+x2w2+x3w3+x4w4
Weight (w1) Any other (x1) w1x1

1 50 50
2 44 88
3 4 12
4 2 8
21
x1w1+x2w2+x3w3+x4w4 50+88+12+8
𝑤1+𝑤2+𝑤3+𝑤4 10
6.1.5Weighted average for offers
Ranking: -
Particulars Weighted average ranking

Quality 29.2 2
Package 30.7 1
Price 24.3 3
Availability 15.8 4
Interpretation: -
From the weighted average ranking method we understood that it is the product
quality that creates more mileage towards the product.
22
6.2 Percentage analysis
1. Awareness about the product
Particulars Number of respondents Percentage

Yes 82 82
No 18 18
90
80
70
60 number of
respondents
50
percentage
40
30
20
10
0
yes no
6.2.1Awareness about products
Interpretation: -
Among the 100 respondent 82% are aware about Cadbury
23
2. Preferring our product from other manufactures

Quality 25 25
Price 15 15
Packaging 55 55
Any Other 5 5
60
50
40 number of
respondents
30 percentage
20
10
0
Quality Price Packaging Any other
6.2.2 Preferring Cadbury products from other manufacturers
Interpretation: -
55% prefer Cadbury based on packaging...
24
3. Availability of product in every outlet.

Yes 90 90
No 10 10
100
90
80
number of
70 respondents
60 percentage
50
40
30
20
10
0
Yes No
Number of respondents
Yes
No
6.2.3 Availability of product in every outlet.
Interpretation: -
90% respondents said that Cadbury products are available in the outlets.
25
4. If our brand is not available with retailers then, what will customers do

55 55
Alternative Product
Enquiry about our 45 45
product in other
retailers
6.2.4 Showing when Cadbury brand is not available with retailers then, what will customers do?
60
50
40
30
20
10 number of
0 respondents
Alternative Enquiry
Product about our
product in
other
retailers
Alternative Product
Enquiry about our

product in other
retailers
Interpretation: -
When there comes the question of availability of Cadbury products majority, 55 % reacted after
will go for alternative product.
26
5. Price Affordability.

Highly satisfied 40 40
Satisfied 35 35
Dissatisfied 15 15
Highly dissatisfied 10 10
45
40
35
30
25 number of
20 respondents
15
10 percentage
5
0
Number of Repondents
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
6.2.5 Showing price affordability

Interpretation:
Hence 40 % of respondents are highly satisfied with the price of Cadbury product while
15% are dissatisfied.
27
6. Advertisement techniques that customers like.

Symbolic 25 25
Emotions 30 30
Promise Specific 25 25
Benefits
Special Offers 15
Any other 5
35
30
25
20
15 Number of…
percentage
10
5
0
Symbolic Emotions Promise Special
Specific Offers
Benefits
Symbolic
Emotions
Promise Specific
Benefits
Special Offers
6.2.5 Showing advertisement techniques that customers like

Interpretation:
30% percentage customers preferred advertisement with emotions.
28
7. Presence of celebrities in advertisement.
Particulars Number of respondents percentage

Yes 77 77
No 23 23
90
80
70
60 Number of
50 respondents
percentage
40
30
20
10
0
Yes No
Yes
No
Interpretation: -
Majority of them, 75% needs celebrities in the advertisement.
29
8. Quality of item as per the advertisement.

Highly satisfied 15 15
Satisfied 50 50
Dissatisfied 20 20
Highly dissatisfied 15 15
60
50
40
Number of
30
respondents
20 Percentage
10
0
Highly Satisfied Dissatisfied Highly
satisfied dissatisfied
6.2.8 Quality of item as per the advertisement
Interpretation: - Most of them are satisfied
30
9. Liked our social media pages.

yes 45 45
no 55 55
90
80
70
60
Number of
50
respondents
40 Percentage
30
20
10
0
yes no
6.2.9 Liked our social media pages
Interpretation: -
Respondents Almost 55% social media pages won't bother about.
31
10. Promotional Strategies affected customers purchase decision.

Contest 40 40
Social Media 20 20
Giveaway 40 40
45
40
35
30 Number of
respondents
25 percentage
20
15
10
5
0
Contest Social Media Giveaway
Contest
Social Media
Giveaway
6.2.10 Promotional Strategies affected customers purchase decision

Interpretation: - It is clear that conduct and giveaway are playing a major role in the buying
decision of consumer.
32
11. Factors affected to buy our product.

Price 30 30
Quality 30 30
Offers 24 24
Any other 16 16
35
30
25
20 Number of respondents
15 percentage
10
5
0
Price Quality Offers Any other
Price
Quality
Offers
Any other
6.2.11 Factors affected to buy our product
Interpretation: - Weights are given on a four-point scale. The factors are price, quality, package,
availability. It is concluded that consumers provide rank 1 for quality products from Cadbury
33
12. Opinion about satisfaction of our product.

Excellent 35 35
Good 45 45
Average 15 15
Poor 5 5
50
45
40
35
Number of
30 respondents
25 percentage
20
15
10
5
0
Excellent Good Average poor
Excellent
Good
Average
poor
. Interpretation: - 95 % of respondents rated the product as good only 5% rated as poor.
34
13. The benefits of sales promotion scheme reach to the customers.
Particular Number of respondents Percentage

Always 30 30
Often 25 25
Sometimes 20 20
Rarely 15 15
Never 10 10
35
30
25
20 Number of
respondents
15 Percentage
10
5
0
Always Often Sometimes Rarely
6.1.13 showing the benefits of sales promotion scheme reach to the customers
Interpretation: -
From the above table it is clear that 70% of the respondents gets the benefits
35
14. The products that customers spend more.
particular Number of respondents Percentage

Dairy Milk 65 65
Gems 10 10
Oreo 20 20
Éclairs 5 5
70
60
50
40 Number of
respondents
30 Percentage
20
10
0
Dairy Milk Gems Oreo Eclairs
6.1.14 The products that customers spend more.
Interpretation: -
From the above table it is clear that 60% of the respondents are buying dairy milk and 20% of
them are buying Oreo.
36
15. Recommendation of our product.
Particulars Number of respondents percentage

Yes 75 75
No 25 25
80
70
60
Number of
50
respondents
40
30
20
10
0
Yes No
6.2.15 Recommenders of our product
Yes
No
Interpretation: -
From the above table it is clear that 75% customers will recommend our
product
37
6.3 Chi – Square analysis
To find out the years associated with the product vs. level of satisfaction.
Observed Frequency
.
Highly satisfied Not satisfied total
satisfied 30
Always 18 12 0 0 25
Often 8 9 6 2 20
Sometimes 8 5 5 2 15
Rarely 0 5 4 6 10
Never 6 4 0 0
40 35 15 10
H0: there exist no relationship between years associated with the product and level of
satisfaction.
H1: there exist a relationship between years associated with the product and level of
satisfaction.
Expected Frequency
𝑡𝑜𝑡𝑎𝑙 𝑟𝑜𝑤 𝑋 𝑡𝑜𝑡𝑎𝑙 c𝑜𝑙𝑢𝑚𝑛

Expected frequency = 𝑡𝑜𝑡𝑎𝑙 𝑓𝑟𝑒𝑞𝑢𝑒𝑛c𝑦
Highly Satisfied Not satisfied Total

satisfied
Always 12 10.5 4.5 3
Often 10 8.75 3.75 2.5
Sometimes 8 7 3 2
Rarely 6 5.25 2.25 1.5
Never 4 3.5 1.5 1
38
Observed (o) Expected (e) O-E (O – E)2 (O – E)2/E

18 12 6 36 3
12 10.5 1.5 2.25 0.214
0 4.5 -4.5 20.25 4.5
0 3 -3 9 3
8 10 -2 4 0.4
9 8.75 0.25 0.0625 7.14
6 3.75 2.25 5.0625 1.35
2 2.5 -0.5 0.25 0.1
8 8 0 0 0
5 7 -2 4 0.57
5 3 2 4 1.33
2 2 0 0 0
0 6 -6 36 6
5 5.25 -0.25 0.0625 0.011
4 2.25 1.75 3.0625 1.36
6 1.5 4.5 20.25 13.5
6 4 2 4 1
4 3.5 0.5 0.25 0.07
0 1.5 -1.5 2.25 1.5
0 1 1 1 1
46.045
Calculated Value: 46.045
Degree of freedom = (r-1) (c-1)

= (4-1) (5-1)
= 3*4
= 12
Level of significance at 0.05
Table Value = 21.026
39
Hence, calculated value is higher than the table value, therefore null hypothesis (H0) is
rejected and there is no significant relationship between price of the product and sales
promotion scheme.
Interpretation: -
Since the calculated is less than the table value; we accept the null hypothesis
(H0). That is there is no significant relation between year associated with the product and
level of satisfaction.
40
7. Findings
 Among the 100 respondent 82% are aware about Cadbury.
 55% prefer Cadbury based on packaging.
 90% respondents said that Cadbury products are available in the outlets.
 When there comes the question of availability of Cadbury products majority, 55 %

reacted after will go for alternative product.
 40 % of respondents are highly satisfied with the price of Cadbury product while 15%
are dissatisfied.
 30% percentage customers preferred advertisement with emotions.
 50% where satisfied with the quality of item as per the advertisement.
 55% respondents won't bother about social media pages
 It is clear that conduct and giveaway are playing a major role in the buying decision of
consumer.
 Price and availability are the main factors that affected by customers to buy the product.
 45 % of respondents rated the product as good only 5% rated as poor.
 It was clear that 30% of respondents are getting benefit and promotional schemes.
 While analyzing it was clear that 65% of consumers are focusing on dairy milk and
Cadbury
 When it comes to recommendation 75% that they will recommend the Cadbury product
to others.
41
8. Recommendations
 Make strong relationship with agent and distribution.
 They should more focus on social media activities.
 They should conduct any contest for making consumer to more close to the product.
 They can give recipies within the package prepared by the product there by selected
person will be given a price.
 Company must keep their brand image because it is a major factor for sales.
 The opinion of the customers should be taken once in every year.
 Company should evaluate the efficiency of advertisements time to time and modify
advertisements to suit the trends.
42
Conclusion
Cadbury is the most preferred brand than other brands in India and Dairy Milk is the most preferred
product from Cadbury. Flavour and packaging are most important factors that affect the buying
behaviour of customer. 57% of customer recalls advertisement before buying the product. So by
our research it is concluded that advertisement affects the buying behaviour. 41% people like
crunchy and 32% people like nuttiest chocolate. And most of the people like small packs. Free gift
are more attracting for children and price offer schemes attracts middle group more.
43
Bibliography
1. Kotler Philip (2013), Principles of Marketing, New Delhi, Prentice Hall
2. Kothari C.R.(1985), Research Methodology, New Delhi, S Chand Company Ltd
3. Palmer, A. (2004). Introduction to Marketing -Theory and Practice, UK: Oxford University
Press.
4. Promotional Strategy: Managing the Marketing Communications Process
Book by James Engel, Martin R. Warshaw, and Thomas C Kinnear(1967).
5. The Nonfiction Book Marketing Plan: Online and Offline Promotion (2013)
Book by Stephanie Chandler
Websites
 https://www.cadbury.co.uk/ (accessed on 24-11-2018)
 https://en.wikipedia.org/wiki/Cadbury (accessed on 23-11-2018)
 https://business.mapsofindia.com/food-industry/processing/cadbury-india.html
(accessed on 23-11-2018)
 https://www.moneycontrol.com/india/stockpricequote/food-
processing/cadburyindia/CI (accessed on 25-11-2018)
 https://www.scribd.com/doc/50943548/cadbury ( accessed on 28-11-2018)
Journals
 Dr. Shendge (2012) on his study “Effectiveness of promotional strategies”. (69-94)

 Dr. Shrinivas Patil (2011) on their article “Effectiveness of promotional strategies”.
(330-368)
 Attiya Kanwal (2011) “Effectiveness of promotional strategies”. (126-205)
 Kaberi Bhattacharyya (2011)”Promotional Strategies”.(84-111)
 Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) on their article “Effectiveness of
advertisement”. (59-135)
44
Questionnaire
1. Are you aware about our product?

Yes No
2. Why you prefer our product from other manufactures?
Quality Price Packaging Any other
3. Whether the product is available in every outlet?

Yes No
4. If our brand is not available with the retailers then what will you do?
5. Alternative product Enquiry about a product in other retailers
6. Among, different advertisement techniques, which of the following you like most?
Symbolic smile and metaphors Emotions

Promise specific benefits Special offers any other
7. Does presence of celebrities in advertising influence you to buy your product?

Yes No
8. Rate the quality of item as per the advertisement of Cadbury?

Highly satisfied Satisfied Dissatisfied
Highly dissatisfied
45
9. Have you like your social media page for recent updates?
Yes No
10. What are the promotional strategy that affected your purchase decision?
Conduct Social Media Giveaway
11. What are the factors affected to buy our product?
Price Quality
Offers Any other
12. Are you satisfied with our product?

Yes No
13. Does the benefit of sales promotion scheme reach to you properly?
Always Often Sometimes

Rarely Never
14. In which Cadbury products do you spend more?

Dairy Milk 5 Star Perk
Celebration Temptation
15. Would you recommend our product to others?

Yes No
46

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Effectiveness of Promotional Strategies of Cadbury

“EFFECTIVENESS OF PROMOTIONAL STRATEGIES

Under the guidance of

In partial fulfilment of the requirements for awarding the degree of

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS MANAGEMENT

I undersigned, hereby declare that project titled “EFFECTIVENESS OF PROMOTIONAL

SL. No TOPICS PAGE No

1.2 Need and Significance of

1.4 Objectives of the study 2

1.5 Limitations of the study 2

1.6 Organization of the report 3

2.1 Industry Profile 4

5.3 Sample Design

5.5 Methods used for 11

TABLE No TITLE PAGE No.

6.1.1 Observed Weightage 12

6.1.2 Weighted average for quality 12

6.1.3 Weighted average for price 13

6.1.4 Weighted average for offers 13

6.1.5 Weighted average of Any other 13

6.1.6 Ranking order of particulars 14

6.2.1 Awareness about products 15

6.2.2 Preferring Cadbury products from 16

6.2.3 Availability of product in every 17

6.2.4 Showing when Cadbury brand is 18

6.2.5 Showing price affordability 20

6.2.6 Showing advertisement 21

6.2.7 Presence of celebrities in 22

6.2.8 Quality of item as per the 23

6.2.9 Liked our social media pages 24

6.2.10 Promotional Strategies affected 25

6.2.11 Factors affected to buy our 26

6.2.12 Opinion about satisfaction of our 28

Showing the benefits of sales

6.2.14 Showing the products that 30

6.2.15 Recommenders of our product 31

6.3 Chi – Square test table 32

1.1 BACKGROUND OF THE STUDY

1.2 NEED AND SIGNIFICANCE OF THE STUDY

1.3 STATEMENT OF THE PROBLEM

1.4 OBJECTIVES OF THE STUDY

1.5 LIMITATIONS OF THE STUDY

 Data of only 100 youths is collected, because of scarcity of time.

1.6 ORGANIZATIONS OF THE REPORT

This empirical study is organized into eight chapters.

2.1 INDUSTRY PROFILE

2.2 COMPANY PROFILE

Cadbury international began as one man venture in Birmingham, UK in 1824, a young

Principle, subsidiary and associated companies in 21 countries. Associated companies in 21

2.3 PRODUCT PROFILE

Attiya Kanwal (2011) on his study “Effectiveness of promotional strategies” aimed at

Kaberi Bhattacharyya (2011) in his study “Effectiveness of promotional strategies’’ told

5.1 Research Design

5.2 Sources of Data

Primary source of Data

Secondary source of Data

5.3 Sample Design

A sample is a representative part of the population. In sampling technique information is

5.4 Sampling method

5.5 Method of data collection

The data was collected through the questionnaire method.

6. Data analysis techniques

The main tools used to analyses the collected data are: