Decision Maker: Regional Marketing Manager of Cadbury India Ltd.

Product: Cadbury Dairy Milk Chocolates Market: Patna City Competitor: Other leading brands of chocolates (Nestle & Amul)

MANAGERIAL DECISION PROBLEM: Assessing the effectiveness of ongoing campaign of dairy milk for Cadbury India Ltd and strategising for advertising campaign.

RESEARCH PROBLEM: RP 1: Assessing the factors that could influence advertising campaign. RP 2: Understanding the competitors preparedness of their advertising campaign. RP 3: Assessing the brand awareness levels of chocolates in the market.

RP 4: Understanding the role of packaging on sales. RP 5: Consumer pattern for acceptance of price level. RP 6: Understanding the acquaintance with advertisement. RP 7: Understanding the sales pattern through retail outlets. RP 8: Understanding the media exposure habits of potential consumers of chocolates in Patna. RP 9: Assessing the specific media and time taken for advertising campaign to be taken. RP 10: what psychological appeal like Humour,Pride,Love does influence the customers through advertisement in Patna. RP 11: What will work as a advertisement copy.

RESEARCHES: R 1:Consumer Research R 2:Retailers Research Now, as the researches has been identified we would go further with the consumer research. Survey of consumers to understand their acquaintances with advertisement.

RESEARCH DESIGN: Descriptive RESEARCH METHODOLOGY: Population: Set of all potential consumer of Cadbury dairy milk chocolate in Indian market.

Sampling Frame: Set of all potential consumer of Dairy milk chocolate in city of Patna. SAMPLESIZE:n=(s*Z/e)^2 120 points Using LIKERT SCALE S= 5-1/6 0.67 Z=1.96 (95% confidence level) E=0.12 N= (1.96*0.67/0.12)^2 =120 (approx) SAMPLING APPROACH: Non-probabilistic approach. SPECIFIC SAMPLING APPROACH: Quota Sampling