SYNOPSIS FOR RESEARCH PROJECT REPORTOnPROMOTIONAL ACTIVITIES
OPTED BY THECADBURY COMPNAYTowards partial fulfillment ofMaster of
Business Administration (IMBA)School of Management, Babu Banarasi
Das Uniersit!, "uc#nowSchool of Manag!n"Ba#$ Bana%a&' Da&
Un'(%&'")
S$#!'""* #) Un*% +$'*anc ofAnan* P%a"a, S'ngh M&- Nanc)
S'nghIV"h S!&"%Roll No. //012341/4S&&'on
51/6.51/4$DECLARATIONIhereb!declare that this %ro&ect'eport
entitled PROMOTIONALACTIVITIESOPTEDBYTHECADBURYCOMPNAYinthepartial
fulfillment of the re(uirement of Integrated Master
inBusinessAdministration (IMBA) of Ba#$ Bana%&' Da&
Un'(%&'")7 is based onprimar! ) secondar! data collected b! me
from arious departments,boo#s, maga*ines and websites under
guidance of m! facult! guide M&-Nanc) S'ngh- It is m! own wor#
to the best of m! #nowledge ) contains no materialwritten b! an!
other person+Anan* P%a"a, S'nghIV"h S!&"%Roll No.
//012341/4,ACKNOWLEDGEMENTThe research wor# re(uires co-operation
of man! people and this wor# isnoe.ception+ It is difficult
tothan#indiiduall! all the persons whopatroni*ed this wor#+ The
researcher had as#ed for faors, borrowed
ideas,e.pressionsandfactsfromsoman!thatitwouldre(uireoneolumetogie
credit to all+ So, the researcher wants to than# all the patrons of
thisreportI wish to e.press m! profound gratitude to Ms+/anc!
Sing& (0acult! 1uide)for her unhitching support during m! wor#+
She is the true driing force behind this wor# throughout,
constantl! encouraging me to do m! best and inspiring me to aim
higher+I am also er! than#ful to all the facult! members, the whole
college stafffor proiding me with necessar! facilities and support,
essential forbringing out this wor# in a short time+"ast but not
the least, I am than#ful to all respondents, who gae me
theirprecious time and support to fulfill this tas#, without their
co-operation thestud! would not hae seen the light of the da!+Anan*
P%a"a, S'nghIV"h S!&"%Roll No. //012341/42TABLE OF
CONTENTSCon"n"&,ag& n$!#%CHAPTER 8 /-1 Introduction $+$+
Introduction of the industr!$+,+ 3istor! of the 4adbur!$+2+
Foundings of the Cadbury businessCHAPTER 8 5-1 Objectives &
Research ethodo!o"# ,+$ 5b&ecties of the stud!,+, Scope of the
stud!,+2 Data collection,+6 T!pes of data,+7 Sampling planCHAPTER 8
0-1 Co$an# In%oration 2+$ 4ompan! profile2+, 4adbur! famil! of
brands2+2 4onsumption and consumer2+6 Adertising Dilemmas2+7
%romotional Strateg!2+8 4ompetitie Anal!sis2+9 Swot anal!sis2+:
Mar#eting of 4adbur! Brand promotion2+; %urchase decision
behaiorCHAPTER 8 6-1&indin"s and Ana!#sisCHAPTER 8
4-1Conc!usions and 'u""estions CHAPTER 8 2-1A$$endi( CHAPTER 8 3-1
36.32)ib!io"ra$h#6E9ECUTIVE SUMMARYThe pro&ect titlePROMOTIONAL
ACTIVITIES OPTED BY THECADBURY COMPNAYdeals mainl! with the
promotional actiities done b!the compan!+In this pro&ect I had
done e.tensie mar#et research regarding 4adbur!
4hocolateanditsbrandsandsomecompetitorsbrandismorepreferredb!theconsumersanditismar#et
leaderinchocolates+AndaboealltheCa*#$%):&Da'%) M'l; is li#ed
most+7INTRODUCTIONToda! E T I N + S T R A T E + Y,,The @glass and a
half ma!boost sales of4adbur!>s 0udge, but is unli#el! to lift
sales of 4adbur!>s 4url! ?url!+ 5ne approach is to promote the
firm as a whole, that is, raise awareness of 4adbur!>s,inthe
hope that this initself will boost sales across 4adbur!>s
product range+3oweer, li#e a pantomime cast>s attempts to
throw4adbur!>s products to its,6audiences,acatch-all approach
can be rather hitor missand ma! produce a poorreturn+ Another
wa!aroundthis is topromote chocolate consumptioningeneral+
Thisapproachwouldre(uireco-operationbetweencompetitieproducers
andimpliessome loss of control for 4adbur!>s+ 5btaining good
returns from adertising has been made harder b! the fragmentationof
teleision audiences+ ?hen onl! one UG teleision channel
showedadertisements, adertisers #new that their efforts would be
seen b! a huge audienceand might well become a tal#ing point
nationwide+ /owada!s a firm #nows that toreach a high proportion of
potential customers it will need to place its adertisementwith
seeral TM channels+ This is e.pensie+ In line with its adding-alue
approach, the challenge to 4adbur! promotes more thanone product at
once but without the large financial outla! normall! associated
withsuchaentureR A
teamwasputtogetherandwasas#edtoproduceaconincingproposal+Con&"%$c"'(
"h'n;'ng0romwithin4adbur!came aninteresting, attractie proposal
basedonsome solidpropositionsB 0or children, consumption is lin#ed
to haing fun+ An! consumption that childrenregard as fun will also
appeal to their parents, who do the spending+ 5ther companies
manage to associate consumption with children haing fun+
0ore.ample, Disne! offers Disne!land, where, in the course of haing
a good time,children meet loeable characters whom the! lin# with
the purchases that parentsma#e on their behalf, such as cinema
tic#ets, ideos, cuddl! to!s+ ,7 1ood ideas ma! be transferable+ 0or
confectioner! consumption to be iewed notmerel! as pleasurable but
also fun, the compan!>s products need to ta#e on
somecharacteristics of the entertainment industr!+ The compan! has
>a place where chocolate is made> - 4adbur! ?orld - that is
ahuge attraction to thousands of isitors each !ear+ It is an asset
that can be furtherdeeloped+ 5ut of this line of thin#ing came a
new 4adbur! creationB 4adbur!"A/D+ ,8P"O%OTIONAL
ST"ATEYTostep-upchocolatepenetrationinIndiaacrossstrata,
the's72:+$:-crore4adbur!India "td has relaunched 7 Star with a new
brand proposition of Cnon-stop energ!D, ane.tension of the earlier
proposition of Can energ! barD+In anattempt toleerage
thebrandpropositionamongst !outh U who form the coretargetsegment
Uthecompan!planstounderta#easeriesofon-groundpromotionalactiities
combined with e.tensie outdoor adertising and teleision
campaigns+The new teleision commercial shows a towering s#!scraper
as the montage+ 0rom therethe camera *ooms straight to a mid
close-up of a teenaged girl who is an.iousl! awaitingthe arrial of
her bo!friend+ As the bo!friend gets dela!ed, the scene gets cut to
the ne.tshot where the girl rushes into a lift+ In a series of
(uic# continuous isual cuts the girl isdispla!ed as going from one
floor to the other+ Her! floor the girl opens the door she issure
to spot her bo!friend read! to welcome her with a bou(uet+ In the
parting scene thegirl finall! gies up and the bo! hugs her and the
loers unite for a romantic retreat+ Thecamera immediatel! *ooms to
a close-up of the 7 Star with its stri#ing new pac#age+As an effort
to communicate the core ethos of the brand to a broader !outh
audience, thecompan! has also tied-up with !outh ?ebsites such
as???-h$nga!a-co!,???-'n*)a-co! and ???-c%'c'nfo-co! as a part of
the promotional strateg!+Hlaborating the rationale behind the
current series of integrated communication initiatiesthat
thecompan!has embar#ed, the spo#espersonof 4adbur!IndiainformsB
C5urprincipleob&ectieistomoderni*e7Start sa!7+ 3ow often do !ou
bu! 4adbur!>s chocolateR(a) 0re(uentl! (b) 5ccasionall!(c)
'arel! (d) /eer8+ 3ow do !ou feel about 4adbur!s chocolateR(a)
1ood(b) Mer! 1ood(4) /eutral (d) Bad6;9+ 5n what occasions do !ou
bu!s 4adbur!>s chocolateR(a) 0estials (b) Birthda!s(c) 1ift (d)
Mood:+ Do !ou thin# of a specific brand when !ou bu! chocolateR(a)
4adbur! (b) /estle(c) Amul (d) 5thers;+ ?hich brand of chocolate do
!ou li#e mostR(a) 4adbur! (b) /estle(c) Amul (d) 5thers$F+ 3ow do
!ou feel regarding price of different brands ofchocolateR(a)
4adbur!- 3ighJ"ow(b) /estle -3ighJ"ow(c) Amul-3ighJ"ow(d)
5thers-3ighJ"ow(e)$$+ 3ow easil! do !ou get different brand of
chocolateR(a) Hasil! (b) /ot easil!(c) 'arel!$,+ Among which brand
of chocolate, the taste is goodR(a) 4adbur! (b) /estle(c) Amul (d)
5thers$2+ If the price of another brand of 4hocolate were reduced
would !ou shift !our brandR(a) Pes(b) /o$6+ Do !ou hae an! grieance
before the compan!R(a) Pes(b) /o7F(c) /ot certain$7+ Do !ou hae an!
suggestions regarding the productR(a) Pes (b) /o(c) /ot
certain$8+If an! suggestions for the
compan!VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVThan;'ng
Yo$ DateBWWWWWWWWW ( ) S i g n a t u r e7$B IBLIOGRAPHYBOO>S
REFERRED FOR ANALYSISB$+ Mar#eting Management L %hilip Gotler,
Hleenth edition+,+ 'esearch Methodolog!- '+4+ Gothari, Second
edition+2+ Mar#eting'esearch- 3arper ?+ Bo!d, Er+ 'alph?estfall,
Stanle!0+ Stasch,Seenth editionKEBSITEB$+ 4adbur!>s website+ L
www+cadbur!india+com,+ Indiainfoline+com+2+ 1oogle+com+NEKS
PAPERB$+ Hconomic times+ ,+ Times of India+MA+ALINESB$+ Business
toda!+,+ Business ?orld+,+ Business India+ JOURNALSBAnnual Eournal
'eport of 4adbur! India "td+7,