INTRODUCTION In this research I have survey the product performance and buying behavior of two famous brands of chocolates

Nestle and Cadbury, which are consumed by people of all ages. During this research I have interacted with people of Delhi/NCR. After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I 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. In this 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 or disliking 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 buyers beware or when the market was mainly the sellers market. Now the whole concept of consumers 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 international. The decision we make concerning our consumption behavior affect the demand for the basic raw materials, for the transportation, for...

Ask a kid whats the occasion to eat the chocolate, and pat will come the reply, nothing but still I want to eat it. Chocolates as a segment thrive on excitement and innovation. And this segment has huge scope in India for the following few reasons. Indians love sweets. Younger generations of Indians are more comfortable with the idea of eating and sharing chocolate. Affluence, and spending power of Indian consumers is increasing day by day. Currently Indian markets offer huge potential as it has 2nd largest population base in the world. Fast expanding large retail format is an added advantage for the chocolate segment, which is expected to further boost their sale. For India chocolates is a new and happening concept, as against almost saturated chocolate market of west. Presented below are few statistics about the various Impulse buying segment products and their market share. Snack Foods Market Size : Rs 4500 crore

Snack Food Market :Rs 1300 crore( ET 26/02/07)) Soft Drinks Market Size : Rs 6000 crore (ET 21/02/07) FMCG Market : Rs 64000 crore ( ET 07/02/07) Chocolate Bar market size : Rs 350 crore Ice cream market size : Rs 1000 crore Carbonated Soft Drink Market size : Rs 5000 crore

Chocolate Market In India Facts & Figures Chocolate market is estimated to be around 1500 crores (Danielson) growing at 18-20% p.a. Cadbury is the market leader with 72% market share in organized chocolate market.

 The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom. Over 70 per cent of the consumption takes place in the urban markets. Margins in the chocolate industry range between 10 -20 %, depending on the price point at which the product is placed. Chocolate sales have risen by 15% in 2007 to reach 36, 000 tones according to one...

ACKNOWLEDGEMENT Success is an amalgam of dedication. work and able guidance of people around us I am very thankful to TOLANI INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to learn something new and increase my practical knowledge. At the same time my sincere thanks to PROF. to guide me throughout my Marketing Project.

EXECUTIVE SUMMARY In this Marketing project I have tried to apply the concepts of marketing on any product and my product was Cadbury. Considering the importance of understanding the marketing concepts in deep and which helps in future development as in marketing profile and also with the application of concepts we come to know about the position of the product and here various models like Porters five force model, product life cycle theory, core concepts marketing information system I have tried to relate with the product . Throughout from this project it has helped me to strengthen my marketing concepts ABOUT CADBURY: 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 Wowie, chocolate with Disney Dairy

Consumer Behavour Introduction Nestle India is a subsidiary of Nestle S.A. of Switzerland. Nestle India manufactures a variety of food products such as infant food, milk products, beverages, prepared dishes & cooking aids, and chocolates & confectionary. Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BARONE, MILKMAID, NESTEA, NESTLE Milk, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita. Nestle was founded in 1867 in Geneva, Switzerland by Henri Nestle. Nestle's first product was "Farine Lactee Nestle", an infant cereal. In 1905, Nestle acquired the Anglo-Swiss Condensed Milk Company. Nestle's relationship with India started 1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After independence, in response to the then economic policies, which emphasized local production, Nestle formed a company in India, namely Nestle India Ltd, and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestle to develop the milk economy. In Moga, Nestle educated and advised farmers regarding basic farming and animal husbandry practices such as

increasing the milk yield of the cows through improved dairy farming methods, irrigation, scientific crop management practices etc. Nestle set up milk collection centres that ensured prompt collection and paid fair prices. Thus, Nestle transformed Moga into a prosperous and vibrant milk district. In 1967, Nestle set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. Nestle opened its third factor in Nanjangud (Karnataka) in 1989. Thereafter, Nestle India opened factories in Samalkha (Haryana), in 1993 and two in Goa at Ponda, and Bicholim in 1995 and 1997 respectively. Nestle India is now putting up the 7th factory at Pant Nagar in Uttarakhand.

Brand Case Studies.Docx Nestle's Brand Management Strategies ------------------------------------------------Abstract: The case discusses Nestle's brand management strategies in detail. Nestle's brand portfolio consisted of worldwide corporate strategic brands, strategic worldwide product brands, regional strategic brands and local brands. The case also explains how Nestle was successful in developing Kit Kat from a multi-local brand to a European brand and finally a global brand. | ------------------------------------------------Issues: Brand management strategies of a large consumer foods company with a global presence and a large portfolio of brands. Nestle is a brand in its own right. For consumers, relevance of Nestle as a company comes first of all through contact with products that are branded Nestle. If we want to be perceived as the world's leading food company, we have to offer consumers an increasing amount of products that they can identify as Nestle's." - Peter Brabeck Letmathe,

CEO, Nestle1. ------------------------------------------------Introduction In mid-1988, Nestle SA (Nestle), the world's largest consumer packaged foods company based in Switzerland, acquired Rowntree Mackintosh PLC (Rowntree), in the largest ever acquisition deal of a British company during that time. Rowntree was the world's fourth largest manufacturer of chocolates and confectionery products, with well-known brands like Kit Kat, After Eight, Smarties and Rolo. The deal attracted considerable attention all over the world since several bids2 to acquire Rowntree were rejected. Rowntree claimed that the bids were too low for its valuable, well-recognized brands. | In the end, Rowntree was acquired by Nestle for 2.5 billion, two and a half times the pre-bid price and eight times the net asset value of the company. This acquisition made Nestle the largest chocolate manufacturer in the world

Marketing Research Summary "An Analytical Study of Chocolate Industry in India with Special Reference to Cadbury's India" is a sweet CHOCOLATE story of chocolates in the hot and humid plains of INDIA, which enlightens us about the size & status of chocolate industry in India. The project gives information about the competitors, their market share, and their product basket and highlights success features. The project also presents data on types & categories of chocolates, a brief study of chocolate manufacturing process The project also covers a brief study of Cadbury's India Limited - the biggest player in the Indian Chocolate Industry with reference to its presence, market share, product offerings, marketing strategies, strengths & weaknesses, success factors and Worm Controversy Management. Also, the implication of pricing, distribution strategies and impact of external environment has been recorded. The project throws light on problems and challenges of the Indian Chocolate Industry, growth opportunities and strategies to be adopted for growth in this industry. Finally, the project gives information about home-made chocolates and Chocolate Boutiques

and the ways in which Indian consumers and Chocolate players are experimenting and innovating chocolates and giving the Indian Chocolate Industry a new sweetness.