Study of Cadbury India

Essay by ankitapandyaUniversity, Master'sA-, May 2014

download word file, 14 pages 0.0

Executive summary

Cadbury chocolates are now not only being consumed by kids but almost every section of the society including almost every age group. Chocolate market is one of the famous confectionery market that contribute about 43.9% in the Indian market. Cadbury chocolates were established in year 1948 and now it is one of the leading confectionary chocolates brands.

Cadbury is a subsidiary of Cadbury Schweppes which is a global confectionary plus beverage company. Cadbury has a market chunk of about 60% according to the Indian market. The objective of our project is find out the purchase act of clients against Cadbury Dairy Milk. We also have analyzed assimilation of accepted beliefs & assurance of customers moving towards Dairy Milk. The main objective is to find out the competition of CDM against its challengers. According to the survey it was found that Brand, Price, Taste are one of the key attributes according to which buyers purchase chocolates.

For various occasions also Cadbury chocolates are preferred and also it was found that if chocolates are of low calorie and sugarfree then the preference will be more. Cadbury launched various products that were a major success and the company would be profited if it focuses on these products more. Cadbury chocolates will definitely have a increase over the purchase graph in the future and to maintain its brand it will have to look over its brand positioning and sales

Problem statement


Company Overview

Cadbury is a accompanying worldwide confectionery assemblage with an eminent envelope of chocolate, gum and candy brands. We engage about 50,000 people and accept absolute actions in over 60 citizens, advertising our goods in almost every country about the business.

In India, Cadbury actualize its actions in 1984 by bringing chocolates. After 60 years of actuality, it...