SYNOPSIS FOR RESEARCH PROJECT REPORT

On

PROMOTIONAL ACTIVITIES OPTED BY THE

CADBURY COMPNAY
Towards partial fulfillment of
Master of Business Administration (IMBA)
School of Management, Babu Banarasi Das University, Lucknow
School of Management

Babu Banarasi Das University

Submitted by

Under Guidance of

Anand Pratap Singh

Ms. Nancy Singh

IVth Semester
Roll No- 1130675015
Session 2014-2015

DECLARATION
I hereby declare that this Project Report entitled PROMOTIONAL
ACTIVITIES OPTED BY THE CADBURY COMPNAY in the
partial fulfillment of the requirement of Integrated Master in Business
Administration (IMBA) of Babu Banarsi Das University, is based on
primary & secondary data collected by me from various departments,
books, magazines and websites under guidance of my faculty guide Ms.
Nancy Singh.
It is my own work to the best of my knowledge & contains no material
written by any other person.

Anand Pratap Singh

IVth Semester
Roll No- 1130675015

ACKNOWLEDGEMENT
The research work requires co-operation of many people and this work is
no exception. It is difficult to thank individually all the persons who
patronized this work. The researcher had asked for favors, borrowed ideas,
expressions and facts from so many that it would require one volume to
give credit to all. So, the researcher wants to thank all the patrons of this
report
I wish to express my profound gratitude to Ms.Nancy Singj (Faculty Guide)
for her unhitching support during my work. She is the true driving force
behind this work throughout, constantly encouraging me to do my best and
inspiring me to aim higher.
I am also very thankful to all the faculty members, the whole college staff
for providing me with necessary facilities and support, essential for
bringing out this work in a short time.
Last but not the least, I am thankful to all respondents, who gave me their
precious time and support to fulfill this task, without their co-operation the
study would not have seen the light of the day.
Anand Pratap Singh
IVth Semester
Roll No- 1130675015

TABLE OF CONTENTS
Contents

pages number

CHAPTER 1.0 Introduction

1.1.
1.2.
1.3.

Introduction of the industry

History of the Cadbury
Foundings of the Cadbury business

CHAPTER 2.0 Objectives & Research methodology

2.1
2.2
2.3
2.4
2.5

Objectives of the study

Scope of the study
Data collection
Types of data
Sampling plan

CHAPTER 3.0 Company Information

3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9

Company profile
Cadbury family of brands
Consumption and consumer
Advertising Dilemmas
Promotional Strategy
Competitive Analysis
Swot analysis
Marketing of Cadbury Brand promotion
Purchase decision behavior

CHAPTER 4.0

Findings and Analysis

CHAPTER 5.0

Conclusions and Suggestions

CHAPTER 6.0

Appendix
CHAPTER 7.0

74-76

Bibliography

EXECUTIVE SUMMARY
The project title PROMOTIONAL ACTIVITIES OPTED BY THE
CADBURY COMPNAY deals mainly with the promotional activities done by
the company.

In this project I had done extensive market research regarding Cadbury Chocolate
and its brands and some competitors brands like Nestle, Amul, etc. There has
been a stiff competition among the different chocolate brands, especially among
Cadbury and nestle.

The scope of the project was to collect data from the selected market locations of
Lucknow, analyze the significance of the data and the conclusion.
I had gone to different market locations of Lucknow and Interviewed different
consumers about their preference and buying behaviour of selecting a particular
brand of chocolate. I had also given Questionnaire to them in this regard and took
their feedback, which later helped me in coming out with results, which are
analysed and shown through graphs.

In this project I have interviewed personally different consumers from Children to

Housewives, Students to Professionals. I found different buying behaviour among
them according to mood, occasion, choice, pricing, quality, availability &
advertising of different chocolates.

But among all brands of chocolates, Cadbury's brand is more preferred by the
consumers and it is market leader in chocolates. And above all the Cadbury's
Dairy Milk is liked most.

INTRODUCTION
Todays scenario in the chocolate industry is a highly competitive one. In the wake of
liberalization as the economy opens up more and more international brands of chocolate
are entering into the Indian Market giving to are coming the competition to capture the
Indian Market is hotling up. Gone are the days when the chocolates were considered to be
a luxury item only to be consumed by the rich people. The chocolates appeal to all the
classes irrespective of age, sex or status. Now the chocolates are positioned as a light
meal to be consumed between heavy meals. Some of the examples of this type of
positioning are Perk and Kit Kat with chocolate companies having intense
competition and with reducing shelf space only those companies who market their
chocolates as well as advertise and package them will have a chance to survive in the
market.

The studies have shown that most of the time chocolate buying is an impulse action i.e.
when one sees the chocolates on the shelf of the shop so, it is very important for the
manufacturer to package them attractively.Now a day chocolate are positioned as a thing
which can be eaten by each and everyone.We had to gauge the strength and weaknesses
of establish players in the chocolate market. So, we regard top players like Cadburys,
Nestle, Amul and some Foreign Chocolates.
Out there in the chocolate market Cadbury has had the market share of about 71%
followed by Nestle at about 23% followed by Amul 4% & about 2% by rest small
players.
There were various reasons due to which there was such a large gap between the market
leader and the rest such as: Cadburys main strength is fast reaction is every time the competitors launch a product
they immediately launch a rival product with far lower prices like eg. When Nestle
launched Kit-Kat Cadburys soon followed with Perk with far lower prices. So as to
retain its market share in which they have succeeded.

The other strength, which we feel, is distribution network. Cadburys has a far better
distribution network than Nestle and Amul. Its chocolates can be found in every nook and
corner of the country where as the competitors have not been able to do so.
Another interesting strength, which we found out during the market research, was the
packaging strategy, we found out that all.
Big players especially Cadburys keep on changing the packaging of its chocolates after
every six months. Most of people decide to buy the chocolate only if they find the
packaging attractive. But there are some weaknesses also attached with the chocolate
industry like we all know that chocolate as such is a perishable commodity, so, if there is
no proper maintenance the chocolate can easily perish due to which the company can run
into severe losses.
As the Indian company economy is coming out of age and per capita income as well as
spending is increasing, there is a lot of opportunity in the chocolate market. The per
person consumption of chocolates of Indian is very low as well as there are very few,
established players in the market.

HISTORY OF CADBURY

Cadbury has been synonymous with chocolate since 1824, when John Cadbury opened
his first shop, establishing a flourishing dynasty that today provides the world with many
of its favourite brands of chocolate.
The Cadbury story is a fascinating study of industrial and social development,
covering well over a century and a half. It shows how a small family business developed
into an international company combining the most sophisticated technology with the
highest standards of quality, technical skills and innovation.

A one-man business, opened in 1824 by a young Quaker, John Cadbury, in Bull Street
Birmingham, was to be the foundation of Cadbury Limited, now one of the world's
largest chocolate producers. By 1831 the business had changed from a grocery shop and
John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of
the Cadbury manufacturing business, as it is known today.
The leader in the UK confectionery market, Cadbury Limited is the confectionery
division of Cadbury Schweppes plc, a major force in the confectionery and soft drinks
international market. Quality has been the focus of the Cadbury business from the very
beginning, as generations have worked to produce chocolate with the taste, smoothness
and snap characteristic of Cadbury chocolate.

FOUNDING OF THE CADBURY BUSINESS

The founding of the Cadbury business dates back to 1831 when John Cadbury first
made cocoa products on a factory scale in an old malt house in Crooked Lane,
Birmingham.
In 1847 the business moved to larger premises in Bridge Street, which had its own
private canal spur linking the factory via the Birmingham Navigation Canal to the major
ports of Britain.
Business continued at the Bridge Street site for 32 years and by 1878 the workforce
had expanded to 200, so more space was needed. This heralded the move to Bourneville
and the building of what is now one of the largest chocolate factories in the world.
John Cadbury retired in 1861 handing over the business to his eldest sons Richard and
George. It is to their leadership that the success of the enterprise is owed as the company
prospered.

COMPANY INFORMATION
Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores.
An event that carried forward the entrepreneurship and vision born as far back as 1824,
when John Cadbury set up shop in Birmingham (UK) to sell among other things - his
own cocoa concoction. From these modest beginnings emerged Cadbury Schweppes that is today the leading manufacturer of confectionery and beverages in the United
Kingdom. A company that has its presence in over 200 countries worldwide and has
made the name 'Cadbury' synonymous with cocoa products in countries across the planet.
This is the brand that came to India in 1947 - to a nation that was in its infancy, a market
that was ready for the world and a people that were open to new ideas, new products.
Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury
Schweppes Overseas Ltd (CSOL) in 1948. The companys original name was Cadbury
Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40% to comply with FERA
guidelines. In 1982, the name was changed to Hindustan Cocoa Products. CSOLs
shareholding was increased to 51% in Jan 83 through a preferential rights issue of Rs.
700mm. The current name was restored in Dec 89. In 2007, Cadbury Schweppes made
an open offer to acquire the 49% public holding in the company. The parent holds over
90% of the equity capital after the first open offer. A second open offer has been made to
buyback the balance shareholding, after which the company would operate as a 100%
subsidiary of Cadbury Schweppes.
Over the years, the company attempted several diversifications in food category, albeit
with little success. In 1986, Cadbury forayed into biscuits with Cadbury Butter, Glucose
and Bournvita brands. The business however, could not take off and was discontinued 3-4
years later. In 1989, Cadbury diversified into ice creams with Dollops and Lopstop
brands, which were sold off to Brooke Bond in 1994.
Group Cadbury Schweppes is one of the leading global companies in beverages and
confectionery businesses. It has operations in over 190 countries.

ITS LEADING GLOBAL BRANDS ARE:

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Beverages - Crush, Dr Pepper, And Indian Tonic Water, Canada Dry, Crystal Light.

Confectionery/ chocolate - Dairy Milk, Mr. Big, Timeout, Twirl, Perk, Sour Patch, Hazel
Nut, Temptations, Celebration, 5 Star, Double deck, Byte, Fruits and Nuts,Chocobix.

PLANT LOCATIONS:
Cadburys manufacturing operations started in Mumbai in 1946, which was subsequently
transferred to Thane. In 1964, Induri Farm at Talegaon, near Pune was set up with a view
to promote modern methods as well as improve milk yield. In 1981-82, a new chocolate
manufacturing unit was set up at the same location in Talegaon. The company, way back
in 1964, pioneered cocoa farming in India to reduce dependence on imported cocoa
beans. The parent company provided cocoa seeds and clonal materials free of cost for the
first 8 years of operations. Cocoa farming is done in Karnataka, Kerala and Tamil Nadu.
In 1977, the company also took steps to promote higher production of milk by setting up
a subsidiary Induri Farms Ltd near Pune. In 1989, the company set up a new plant at
Malanpur, MP, to derive benefits available to the backward area. In 1995, Cadbury
expanded Malanpur plant in a major way. The Malanpur plant has modernized facilities
for Gems, clairs, and Perk etc. Cadbury also operates third party operations at Phalton,
Warana and Nasik in Maharashtra.

BUSINESS:
Cadbury dominates the Indian chocolate market with a 65% market share. Besides, it has
a 10% market share in the organized sugar confectionery market and a 25% market share
in milk/ malted foods segment.

Changing Product Mix.

Chocolate

Contribution to

Contribution to

turnover2006

turnover 2007

59%

65%

10

Sugar Confectionery

9%

10%

Food Drinks

32%

25%

Chocolates and confectionery products (75% of turnover)

For more than five decades now, Cadbury has enjoyed leadership position in the Indian
chocolate market to the extent that 'Cadbury has become a generic name for chocolate
products. Cadbury has leading brands in all the segments viz bars (Dairy Milk, Crackle,
Temptations), count lines (5 star, Milk Treat), panned confectionery (Gems) and wafer
chocolates (Perk), clairs (Cadburys' clairs), toffees (English Toffee).
During 2007, Cadburys chocolate sales (65% turnover) registered a 9% value growth,
aided primarily by growth in the flagship brand Dairy Milk. Dairy Milk contributes an
estimated 30% to Cadburys sales. Gems and Five Star were relaunched during the year
to stem their degrowth. Perk registered a degrowth during 2007 despite launch of new
variants. New brand initiatives included the launch of Temptations in the premium
segment and Chocki a low priced chocolate confectionery targeted at children. Recently
Cadbury has launched Bytes.
Cadbury entered the hard-boiled sugar confectionery market with the launch of Googly in
1996. In 1997, the company launched a coffee based sugar confectionery product Mocka.
Cadbury has a 4% market share in the confectionery segment, largely contributed by
clairs. Other confectionery brands such as Gollum, Frutus, Nice Cream, etc launched in
the last two years did not receive a good market response and the company has decided to
minimize focus on those brands. clairs was relaunched with unique packaging in cartons
during 2007.Recent global acquisition of Adams, brands like Halls, Clorets & many other
international brands are already a part of Cadbury.

FOOD DRINKS (25% OF TURNOVER)

Cadburys Bournvita is the leading brand in the brown drinks segment of milk/ malted
food products. Overall share in the malted food drinks market is estimated at 15%. Brown
drinks earlier positioned as taste enhancers were losing market to white drinks during the
last few years. Cadbury relaunched Bournvita with a new formulation and advertising

11

campaign positioning it on the health benefit platform to compete with white drinks. The
brand was relaunched in the South the largest food drink market in the country, during
2007. Bournvita sales registered a 12% growth in value terms in 2007 to Rs, contributing
24% to total turnover.
Cadburys other products include Cadburys Drinking Chocolate and Cadburys Cocoa
powder. These account for only 1% of Cadburys turnover. Recently Cadbury has
launched Delite.

DISTRIBUTION
Cadbury's distribution network encompasses 2100 distributors and 5,50,000 retailers. The
company has a total consumer base of over 65mn. Besides use of IT to improve
distribution logistics, Cadbury is also attempting to improve distribution quality. To
address the issues of product stability, it has installed Visi coolers at several outlets. This
helps in maintaining consumption in summer, when sales usually dip due to the fact that
the heat affects product quality and thereby off take.

STRATEGY
Increasing the consumer base by focusing on the twin proposition of affordability and
availability is being followed to drive future growth. Small affordable priced packs have
been launched, which have helped improve penetration. Also advertising for chocolates is
aimed at changing consumer perception and eating habits by creating new reasons for
consumption.

EARNINGS SENSITIVITY FACTORS

Cocoa bean prices: Domestic as well as international prices of key raw material - cocoas
have significant impact on margins.
Excise duties: Changes in excise levied on malt and chocolate influences end product
prices and thereby volume growth as well as margins.
12

Changes in custom duties and foreign exchange fluctuations, as 20% of raw material is
imported.
Competition from MNCs like Nestle as well as imported brands. Increasing competition
puts pressure on advertisement budget and margins. However on the positive side, it
helps in expanding the market.

Is chocolate a mood enhancer?

In early July 2007, Cadbury Dairy Milk carried out a pilot trial of the Real Chocolate,
Real Feelings Scientific Study of 1,000 people, which produced some fascinating results.
The study showed that on any given day, people who had eaten Cadbury Dairy Milk that
day were significantly happier than those who had not. The findings also prove that the
more routinely you eat chocolate, the happier you feel: those who ate chocolate every day
were happier than everyone else, and significantly happier than those who ate no
chocolate at all. Those who ate chocolate 'at some time today' were significantly more
likely to be happy than those whose last bite of chocolate was 'yesterday or before'.
Participants in the weeklong study were each assigned to one of three study groups. 69
per cent of the pilot study group 'A', who had to eat at least one 49g bar of Cadbury Dairy
Milk each day, said they felt 'happy' when asked to describe their mood. By contrast only
41 per cent of group 'C', who were not allowed to eat any chocolate at all, said they felt
'happy'. People in-group 'B' could choose whether or not to eat chocolate but even so only
64 per cent of them reported that they were 'happy'.
The study dispels several popularly held beliefs about chocolate.

Contrary to popular opinion, chocolate's mood enhancing qualities do not stem from
any psychoactive ingredients. It is the sensory qualities of chocolate bars - the taste,
texture and smell - as well as emotional associations built up over time, which deliver
the emotional benefits.

The mood-enhancing effects of chocolate last at least several hours, which is a lot
longer than most scientists have thought up to now.

Again, contrary to expectations, men and women did not differ significantly in the
effect that chocolate had on their mood. Depriving women of chocolate did have a
13

slightly greater negative effect than depriving men of chocolate, but this difference
was not statistically significant.

Surprisingly, relationship difficulties did not make people more likely to consume
chocolate. The study also challenges the idea of he so-called Monday blues as the day
of the week did not affect mood or chocolate consumption.

How was the study designed?

The study has been designed by Dr. Dylan Evans a psychologist at the University of Bath
and author of the book Emotion - the science of sentiment (Oxford University Press,
2007).
He explains "We started with the hypothesis that chocolate has a more significant
influence on people's mood or emotional state than other foods, based on a popular
mythology of chocoholics, chocolate 'highs' and chocolate cravings. We asked a
neuroscientist, Dr. Adrian Owen, of the MRC Cognition and Brain Sciences Unit,
Cambridge, to survey the relevant scientific literature. The conclusion of this report is
that, so far, neuroscientists have been unable to explain fully chocolate's apparent moodenhancing properties.
Dr. Dylan Evans continues: "Brain imaging techniques such as magnetic resonance
imaging (MRI) show that chocolate has powerful sensory qualities - taste, smell and
texture - which activate 'pleasure centres' in the brain. These effects can be found to some
degree in other foods, when a sensation of pleasantness is experienced. The intense
effects of chocolate on these parts of the brain, however, is most similar to the effects of
listening to pleasant music and receiving a surprise reward of money - which also seem to
share chocolate's ability to enhance our mood. The particular sensory qualities of
chocolate, therefore, seem to activate the same parts of the brain associated with other
mood enhancing experiences. We wanted to investigate in more detail chocolate's mood
enhancing quality and its emotional significance. The simplest way to do this is to ask
people."

14

HIEARACHY OF CADBURY INDIA LTD.

Chairperson
Chairman

Vice chairman

Managing director

Director

Company secretary & Mgr.

Financial planning

General Manager

SOME CADBURY'S PRODUCT

TEMPTATIONS

Cadbury uses blue background with golden inscription, which adds on to the visual
appeal, the blue is then margined by a contrasting golden wave line and again a
contrasting blue Temptation, which then draws down to the color of the flavor being
represented as well as chocolate flakes and the flavor, is displayed.
The basic division has been 20% Cadbury brand visibility, 20% Temptation visibility and
the rest for the flavor and impulse appeal.
The back of the packing uses the space for content description, trademarks and standards
pricing dates etc.
The chocolate is wrapped in foil to protect it from moisture and minimize temperature
fluctuation effects.

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CADBURY DAIRY MILK

When Cadbury Dairy Milk chocolate was first introduced in the early 1900s it made an
immediate impact quickly becoming the market leader. The success story has continued.
It is still the top selling chocolate brand in the country and the Cadbury Mega Brand's
broad family of products today has an international retail value approaching US$1billion.
As an international brand Cadbury Dairy Milk carries the same distinctive image all over
the world. Wherever you buy a bar of Cadbury Dairy Milk the pack design will be
exactly the same, only the language will be different.
The famous slogan "glass and a half of full cream milk in every half pound" with the
picture of milk pouring into the chocolate bar, is one of the all-time greats of British
advertising.
The first two additions to the Cadbury Mega brand family were Fruit & Nut in 1928
followed by Whole Nut in 1933. The family has since been extended and there are now
10 varieties of Cadbury Dairy Milk bars in the range. You can see more details by
clicking on the links at the left hand side of this page.
In addition to Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best loved
varieties of the Cadbury Mega-brand. Australia, for example, offers 23 varieties including
Snack, Caramello and Breakaway.
We can enjoy Dairy Milk in many different ways including as miniatures, snack size
multiple packs, treat size in bags, pocket packs, standard bars, 125g, 200g or 400g bars
(for sharing, of course!), or as giant 1kg or 1.25kg bars. Cadbury Dairy Milk is enjoyed in
over 30 countries.

BYTES
Bytes is the first foray of Cadbury into the rapidly growing Bagged Snack Category of
Snacking. Largely dominated by Salted products, the lead brands in this category

16

includes Lays, Cheetos, Kurkure, Picnic, Uncle Chips, Peppy etc. In this arena of salted
products, Bytes positions itself as a unique offering of wafer biscuits filled with
chocolate.

GEMS
The saying "Good things come in small packets" has been proven right many a times and
it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget
the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's
as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has
captured every kid's fantasy for almost 4 decades and the adults are not too far behind.
Little wonder that Cadbury Gems, the brand that came into India in 1968 is still going
strong.

TARGET AUDIENCE
Teenagers 13-19 yrs in the SEC A/B/C Classes and Children 8-12 yrs old in the SEC
A/B/C Class

PRODUCT OFFERING
The basic product offering is baked wafers that are filled with Cadbury Chococream. The
manufacturing process involves making of the wafer, preparation of rolls of the wafer
filled with the cream, and then making pillows from these rolls. The wafers thus formed
are filled into polybags and in order to keep the product fresh and crisp, the bags are
flushed with nitrogen gas.

17

There are 2 SKUs being marketed today - a Rs. 5 SKU which weighs 18gm and a Rs. 10
SKU which weighs 40gm. Benchmarked to other bagged snacks in the market, Bytes
provides the largest weight, and is unmatched in its unique chocolate taste.

THE CADBURY FAMILY OF BRANDS

T H E

U M B R E L L A

B R A N D

In the chocolate market the Cadbury brand has in excess of fifty per cent market share,
selling 10 of the top 20 selling chocolate singles. Singles are individual bars sold over the
counter.
Research data shows that the Cadbury brand equity is highly differentiated from other
brands with consumers. Brand equity is the value consumer loyalty brings to a brand, and
reflects the likelihood that a consumer will repeat purchase. This is a major source of
competitive advantage. The Cadbury umbrella brand has endured in a highly competitive
market, and has established the link, in the mind of the consumer, that Cadbury equals
chocolate. An umbrella brand is a parent brand that appears on a number of products
that may each have separate brand images. The Cadbury umbrella brand image consists
of four icons namely the Cadbury script, the glass and a half, dark purple color and the
swirling chocolate image. These elements create a visual identity for Cadbury that
communicates the ultimate in chocolate pleasure. Consumer research is conducted
regularly so managers can learn more about how the market perceives the brand. This
research has confirmed that the swirling chocolate and glass and a half are powerful
images. Both clearly portray a desire for chocolate while the half full glass suggests core
values of goodness and quality.

THE PRODUCT BRAND

The Cadbury brand has a profound impact on individual product brands. Brands have
individual personalities aimed at specific target markets for specific needs e.g. TimeOut,
18

for example, is an ideal snack to have with a cup of tea. These brands derive benefit from
the Cadbury parentage, including quality and taste credentials. To ensure the success of
product brands every aspect of the parent brand is focused on. A Flake, Crunchie or
TimeOut are clearly different and are manufactured to appeal to a variety of consumer
segments. However, the strength of the umbrella brand supports the brand value of each
chocolate bar. Consumers know they can trust a chocolate bar that carries Cadbury
branding. The relationship between Cadbury and individual brands is symbiotic with
some brands benefiting more from the Cadbury relationship, i.e. pure chocolate brands
such as Dairy Milk. Other brands have a more distant relationship, as the consumer
motivation to purchase is ingredients other than chocolate, e.g. Crunchie.
Similarly issues such as specific advertising or product quality of a packet of Cadbury
biscuits or a single Crme Egg will, in turn, impact on the perception of the parent brand.
Similarly the umbrella brand has a strong brand value and a reputation that must be
supported by its individual brands.

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IDENTIFYING BRAND VALUES

We are all consciously and unconsciously affected by brands in our daily lives. When we
go to purchase a pair of training shoes we rarely make a purely practical decision. There
are numerous branded and non-branded options available. For many people, a pair of
trainers must sport a brand logo because that will communicate certain values to other
people.
The confectionery market elicits similar conscious and unconscious feelings of passion,
loyalty and enthusiasm. For many people, chocolate is Cadbury, and no other brand will
do. This consumer loyalty is critical because of the value of the chocolate confectionery
market and because, in all markets, a small number of consumers account for a large
proportion of sales. Loyal customers are the most valuable customers to have because
they will buy your product over and over again.
Branded products command premium prices. Consumers will happily pay that premium if
they believe that the brand offers levels of quality and satisfaction that competing
products do not. The most enduring brands have become associated with both tangible
and intangible properties over time. The most successful provoke a series of emotional or
aspirational associations and values in our minds that go way beyond the physical
product.
Cadburys has identified these brand values and adjusts its advertising strategies to reflect
these values in different markets. Its strategy can vary from increasing brand awareness,
educating potential customers about a new product, increasing seasonal purchases, or as
is currently the case in the Choose Cadbury campaign to highlight the positive
emotional value of the brand.
After identifying brand values the marketing manager must match these to the specific
market. For this reason it is important to identify possible segments that have specific

20

needs, and to highlight appropriate brand values that will promote the brand in that
market.

21

W H Y
U S E D

A D V E R T I S I N G
T O

P R O M O T E

I S
A

B R A N D
The confectionery market is full of brands that need to fight for our attention. The role of
advertising is to keep a brand in the mind of the consumer. We
are constantly presented with countless brand images and
messages on a daily basis. During the lifetime of a brand,
companies will develop marketing strategies that communicate
brand identity and core values to gain our attention. In order to
keep its product competitive and contemporary, these
messages need to change over time.
Cadbury provides one of the most successful examples of how an advertising message
can be modified from one campaign to the next to attribute new values to a brand giving
consumers more reasons to buy Cadburys. Healthy brand equity or brand strength is
critical in an impulse-driven, competitive market. Advertising plays a key role in
maintaining this strength. Cadbury employs all types of advertising from the internet to
posters, from TV, radio and cinema to print media. This same creative message is then
communicated through point of sale, merchandising, package design and public relations.

T H E

C H O O S E

M A R K E T I N G

C A D B U R Y

S T R A T E G Y

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The glass and a half , corporate purple and flowing script has become synonymous with
Cadbury: these design elements have been used to great effect in developing the
connotation of goodness that this imagery suggests. In the 1980s another vital attribute taste - was highlighted. Regardless of national preferences about how chocolate should
taste (e.g. dark chocolate is traditionally more popular in Europe whereas Australians
prefer creamier milk chocolate) the implication was clear - Cadbury offers taste and
texture that appeals to all. In 1990s further emphasis was placed on taste. The strap line
Chocolate is Cadbury, which was built upon previous brand values and allowed
Cadbury to stake its claim and taking ownership of the word chocolate and the
chocolate eating experience.
Earlier this year, Cadbury introduced a new global marketing strategy called Choose
Cadbury. This strategy came about as a result of extensive research into consumer
behaviour and perception. It is a campaign that perfectly illustrates how a brand can
evolve and how different messages can be communicated without losing the core strength
and brand values that are already established.
The classic icons have played a major role in establishing the look and feel of how
Cadburys advertisements should look through successive campaigns. These key look
and feel icons were heavily researched to ensure that the messages they impart are
always relevant to the Cadbury consumer. In depth customer research is conducted to
test these messages. Research results confirmed that color recognition of dark purple is
strongly associated with Cadbury. Its logo is readily recognized and scores a ninety six
per cent recognition level alongside other global brands such as Coca Cola and
McDonalds. The glass and a half symbol, which plays a key role in the current Choose
Cadbury strategy, continues to communicate the quality and superior taste of Cadburys
chocolate.
The central message of the Choose Cadbury strategy hinges on the established glass and
a half symbol. Is the glass half full or half empty? Cadbury suggests that the glass is
always half full appealing to our emotions. Therefore, in choosing Cadbury we are taking

23

a decision to embrace the positive. This optimistic metaphor is, according to consumer
testing in the UK and Australia, well understood amongst consumers.
In this Choose Cadbury campaign, the product ingredient of milk has been elevated
from a practical, rational platform to an emotional one Cadbury can deliver on optimism,
happiness and a feel-good factor. If a brand can do all this, the decision to purchase this
brand over all other chocolate brands seems to be logical and inevitable.
The Choose Cadbury strap line is a call to action designed to motivate us. We are not
expected to simply absorb the advertising message; we are being called upon to make a
conscious purchase decision. We are reassured that the Cadbury product will remain
unchanged, (Cadbury is Chocolate and it still tastes good), but we are given more reasons
to remain brand loyal (Cadbury is Chocolate feels good i.e. positive, uplifting, mood
enhancing, providing enjoyment and happiness). At no stage in the evolution of the
Cadbury brand has there been as much reliance on taking ownership of the emotional side
of eating chocolate as there is now. Owning the emotional territory for chocolate helps
Cadbury to elevate its product in the mind of the consumer. With the Choose Cadbury
campaign consumers are being offered both logical and emotional reasons to buy a
Cadbury product as a first option on every occasion.

ADVERTISING DILEMMAS

Since different chocolate-based products appeal to different age groups, Cadbury

needs to offer a wide product range. Each product needs promotion, which implies an
advertising budget for each product line, which is very expensive.

Products which are different from each other create an advertising problem. For
example, a successful advertisement for 'a finger of fudge' may boost sales of
Cadbury's Fudge, but is unlikely to lift sales of Cadbury's Curly Wurly.

One approach is to promote the firm as a whole, that is, raise awareness of Cadbury's,
in the hope that this in itself will boost sales across Cadbury's product range.
However, like a pantomime cast's attempts to throw Cadbury's products to its

24

audiences, a catch-all approach can be rather hit or miss and may produce a poor
return.

Another way around this is to promote chocolate consumption in general. This

approach would require co-operation between competitive producers and implies
some loss of control for Cadbury's.

Obtaining good returns from advertising has been made harder by the fragmentation
of television audiences. When only one UK television channel showed
advertisements, advertisers knew that their efforts would be seen by a huge audience
and might well become a talking point nationwide. Nowadays a firm knows that to
reach a high proportion of potential customers it will need to place its advertisement
with several TV channels. This is expensive.

In line with its adding-value approach, the challenge to Cadbury promotes more than
one product at once but without the large financial outlay normally associated with
such a venture? A team was put together and was asked to produce a convincing
proposal.

Constructive thinking
From within Cadbury came an interesting, attractive proposal based on some solid
propositions:

For children, consumption is linked to having fun. Any consumption that children
regard as fun will also appeal to their parents, who do the spending.

Other companies manage to associate consumption with children having fun. For
example, Disney offers Disneyland, where, in the course of having a good time,
children meet loveable characters whom they link with the purchases that parents
make on their behalf, such as cinema tickets, videos, cuddly toys.

25

Good ideas may be transferable. For confectionery consumption to be viewed not

merely as pleasurable but also fun, the company's products need to take on some
characteristics of the entertainment industry.

The company has 'a place where chocolate is made' - Cadbury World - that is a
huge attraction to thousands of visitors each year. It is an asset that can be further
developed. Out of this line of thinking came a new Cadbury creation: Cadbury
LAND.

26

PROMOTIONAL STRATEGY
To step-up chocolate penetration in India across strata, the Rs 538.18- crore Cadbury
India Ltd has relaunched 5 Star with a new brand proposition of non-stop energy, an
extension of the earlier proposition of an energy bar.
In an attempt to leverage the brand proposition amongst youth who form the core
target segment the company plans to undertake a series of on-ground promotional
activities combined with extensive outdoor advertising and television campaigns.
The new television commercial shows a towering skyscraper as the montage. From there
the camera zooms straight to a mid close-up of a teenaged girl who is anxiously awaiting
the arrival of her boyfriend. As the boyfriend gets delayed, the scene gets cut to the next
shot where the girl rushes into a lift. In a series of quick continuous visual cuts the girl is
displayed as going from one floor to the other. Every floor the girl opens the door she is
sure to spot her boyfriend ready to welcome her with a bouquet. In the parting scene the
girl finally gives up and the boy hugs her and the lovers unite for a romantic retreat. The
camera immediately zooms to a close-up of the 5 Star with its striking new package.
As an effort to communicate the core ethos of the brand to a broader youth audience, the
company has also tied-up with youth Websites such as www.hungama.com,
www.indya.com and www.cricinfo.com as a part of the promotional strategy.
Elaborating the rationale behind the current series of integrated communication initiatives
that the company has embarked, the spokesperson of Cadbury India informs: Our
principle objective is to modernize 5 Stars brand image and enhance youth connect.
Through effectively communicating the functional attribute of 5 Star along with the fun
elements associated with chocolate, we intend to make the brand the top of mind
energy enhancer in the youths life space. Thus, making 5 Star the constant companion of
the constantly charged Indian youth.

27

The company also plans to consolidate its penetration strength by means of hardcore
distribution-driven product development strategies. The distribution networking too
forms a part of the integrated brand development plan. The impulse market is growing at
the rate of around 4 to 6 per cent annually.

28

SWOT ANALYSIS OF CADBURY INDIA LTD.

STRENGTHS:
The chocolate industry is not affected by any slump of recession in business activity.
Chocolate are such kinds of product, which can be consumed anytime. Children, teen,
adults anytime one can have it
Cadbury is the most popular brand in India.
Cadbury is enjoying maximum market share in the Indian market.
Taste of Cadbury is better than other brands.
Advertising of Cadbury is more aggressive than other brands.
Inclination of new generation is towards Cadbury more than other brands because of
celebrity endorsing.
Writing style of Cadbury is more attractive.

WEAKNESS:
Perishable in nature.
With regard to price
With regard to price.
Proper storage required.
Many competitor, so extensive sales promotion technique required. Cultural barriers.

OPPORTUNITIES:
The chocolate industry is a sunrise, one yet to see its saturation level. The variety offered
in terms of chocolate type and evens packaging and probably at some later stage in terms
of brands, makes chocolates a lucrative offer for the consumers at large.
The market growth rate is very high.
The punch line of Cadbury is at the top of mind among customer.
Large middle class family.

29

THREATS:
The existing player in the industry may feel threatened by entry of prospective
competitors, by the MNCs or big Indian players. One of the major problems that are
faced by the chocolate industry is the high price of cocoa.
Health problems especially teeth.
Local players.
High cocoa prices.

COMPETITIVE ANALYSIS
Indian chocolate has three major market players Cadbury India LTD. dominating the
market by capturing 71% of the markets share, followed by Nestle having 23% of
markets share, Amul having a niche market of 4% and remaining 1% was other markets.
Cadbury India ltd face the tough competition from Nestle however when viewed in light
of the historical growth rates in earnings, Cadbury India appears to posses a superior
track record. Over the past three years to 2007, Cadbury India has definitely outpaced
Nestle India, both in profit and sales growth.
Since 2007, Cadbury India has managed a compounded annual sales growth of around 18
per cent and an impressive profit growth of around 40 per cent. In contrast, Nestle India's
sales have grown at a sedate 4 per cent while profits have grown at around 18 per cent.
Nestle India's sedate growth is partly to the cyclically of its coffee business.
If one goes entirely by the track record of the past three years, Cadbury would deserve a
better share than Nestle. However, the question is one of whether Cadbury will be in a
position to sustain its impressive growth rates of past three years.

30

MARKETING OF CADBURY BRAND

PRODUCT
Cadburys range of Chocolate is the premium brand under the product range of Cadburys
Chocolates. Its an assortment of a range of raisins, fruits and other flavours with a
Chocolate quoting, the

range are a translation of different up market consumer

preferences into a premium range of flavored chocolates. The products has been
specifically placed in the segment of assorted and gift chocolates, gives the consumer the
goodness of chocolate with flavours of honey, black forest, cashew etc. and its ad says
Too Good to Share.

PACKAGING
During the Market Research I found out that the packaging is also one of important
reason buyers consider before the buy chocolates. I found out that all the big players keep
on changing there packaging after every six month or they change it according to
festivals and other different occasions. This is due to the fact that most of the chocolates
buying decisions are impulse momentary decision when one sees a chocolate in a shop
then he makes an on the spot decision to buy or not to buy. Most of the people decide to
buy the chocolate only if they find the packaging attractive. So, what the companies
benefit the most by changing the packaging every 6-month is that, the chocolate doesnt
go stale. It always looks like a new product. Like in case of Celebration only after seeing
the packaging of chocolate buyers feel tempted to buy it.

PRICE

SL.NO

PRODUCT

PRICE

1.

DAIRY MILK

Rs10

2.

PERK

Rs. 10

31

3.

FIVE STAR

Rs. 10

4.

CHOCKI

Rs10

5.

GEMS

Rs. 5

6.

BYTES

Rs. 10

7.

TEMPTATION

Rs. 35

8.

CELEBRATION

Rs. 100

PROMOTION
ADVERTISING
Temptation Story Board -1

Father-daughter duo plan a surprise... they keep a pack of

Cadbury Celebrations next to the phone "Sunoh, tumhara
phone hai", informs the husband as she

rushes to attend it...

32

but there's no one on the line. Her eyes wander to the pack of chocolates. She walks back
and nonchalantly Announces that it was Usha auntie's call. Perplexed the husband...

goes back to the phone, only to find another pack of chocolates for him.

TEMPTATION STORY BOARD 2

Cadbury Celebrations- A couple settles down comfortably on the couch to watch
television.
The man gives her a sly look..and slides the newspaper over a bar of Cadbury
Temptations, shielding it from her eyes.

He punches in their phone number on his mobile phone resting by the side table. As a
shrill ring pierces the silence, the woman..springs up to take the call. While she is out of
sight, he unwraps the chocolate and digs his teeth in, relishing the taste.

33

"Introducing the premium range of international chocolates. Cadbury Temptations. Too

good to share."

He licks the wrapper clean and cuts off the line. But to his surprise,

the woman's voice is still heard hollering over the phone, "Hello? Hello!"

Cut to the other side of the room, she is seen enjoying her bar of Cadbury Temptations.
As he sneaks up from behind and... ...confronts she finds some chocolate smeared
across his cheek as well. Both get caught at their own game.
Temptation Story Board - 3

A couple lounging in their drawing ... to miss your magic that's in your
room. In the background a jazz score eyes." The husband asks, "Have you
drawls, "I, I must be blind...

seen my glasses?"

34

Nibbling on her Cadbury Temptations, :

Now,

her reply is to the negative as she flavours.

shoves the specks under a book.

in

two

Cadbury

exotic

new

Temptations,

too good to share.

"Honey your glasses", the wife calls out "Found it", he goes just as he finds
after finishing her chocolate bar

his bar of Cadbury Temptations.

SALES PROMOTION
I. DIWALI PROMOTION

Gift Pack with special packing was launched at various retail counters as well as
websites at a special mrp of Rs100.

II: Quantity purchase scheme for customers:

On purchase of 5 pcs of Temptations one special pen with Cadbury inscription

free.

35

III. Quantity purchase scheme for retailers:

Retailers for a one time purchase of Rs8000 or more worth of chocolates would
get a mini fridge for storing Chocolates in their shop which would remain with
them as company property till they retail Cadbury Chocolates.

IV.

Quantity purchase scheme for Distributors

With purchase of Rs 5000 or more worth of Cadbury Chocolates and a minimum

of 40% of this as Temptations the distributor can claim an additional 2%.

PLACE
Range of Chocolate can be bought from almost any where; Cadburys has placed the
chocolates through its huge all India networks of Distributor & Retailers apart from that
the range can be bought on line from a number of websites including its own.
The Placement of has been keeping in mind the perishable nature of chocolates, which
need a special freezer to survive which is provided by the company to the retailers.
The shelf space & visibility is very important to achieve the targeted off take for the
company therefore the freezer is almost always visible at retailers selling Cadburys range
also it can be stated that is almost always visible.

36

OBJECTIVE OF THE STUDY

To analyze the promotional activities Cadbury Chocolate with reference
to other market players
Market share of competitors brands.
Analysis of the product, pricing, availability, quality, taste, advertising
and packaging of Cadbury Chocolates.
To study the strategies & measures adopted by Cadbury.
SWOT analysis.

37

RESEARCH METHODOLOGY
Marketing Research is a process of collecting and analyzing marketing information and
ultimately to arrive at certain conclusion. The purpose of this research is to describe the
research procedure. Research Methodology is the mean to plan out the working process
or the course of action to reach the objective. It is extremely crucial and holds the key to
the success of the survey.
Cadbury India ltd. is which is marketing products having different brands. Thus a survey
method of marketing research is essentially exploratory in nature.

IMPORTANCE OF MARKETING RESEARCH

Marketing research has its importance not only for consumers market but also it survey
effectively to the producer of goods and services. The use of marketing research in
consumer market may be explained on the basis of following services rendered by it.
1. It ascertains the position of a company in specified Industry.
2. It indicates the present, future trend of Industry and point out how the companys
affairs are being turned up.
3. It helps in development and introduction of new product.
OBJECTIVE OF STUDY

The objective of the research is to find out the promtional activitiesand perception
of Cadbury chocolates in Delhi. .

Market share of competitors brands.

SCOPE:
The study is restricted to Lucknow only. Efforts have been to have consumers surveyed in
Lucknow.
DATA COLLECTION:
Data collection is most important part of research because the research is based on it.
There are several ways of collecting data which differs considerably in terms of cost, time
and other resources at the disposal of the researchers.

38

The data collection method for this research work is from primary source as well as
secondary. The survey is carried out through a non probability convenience sampling in
Delhi through a structured questionnaire.
TYPE OF DATA
There are two types of Data:
1) Primary
2) Secondary
Primary Source: Source from where first hand information gathered directly are called
primary source and thus information collected is called Primary data.
In case of above study the primary source was consumer.
Primary Data: - The techniques available for collecting primary data are:
Interview method
Observation method
Questionnaire method

Secondary Source: The source of information already gathered for some other purpose
are available is called secondary data, with regard to my study secondary sources of my
study where records of the company, magazines and papers.
The Secondary data was collected on the basis of requirement, conveniences and
reliability of the data.
Out of these I have chosen questionnaire method to collect the data because of low cost,
free from the bias of other interviewer and respondent.

COLLECTION OF DATA THROUGH QUESTIONNAIRE

This method of data collection is quite popular particularly in case of big enquires,
private individuals, research workers, private and public organizations and even is
adopting it by governments. In this method I want to the retailers, personally and asked
them to fill the questionnaire.
39

FINDING AND ANALYSIS

1. INTERVIEW

This study was conducted to find out why people buy a particular (Cadbury) Chocolate.
The people undergoing the test were divided into 7 categories.
1. School Students
2. College Students
3. Working Professionals (Field Work)
4. Working Professionals (Desk Work)
5. Housewives
6. Elderly
7. Businessmen

PIE CHART SHOWING PERCENTAGE SHARE OF CADBUY'S

PRODUCT
80
70
60
50
40
30
20
10
0

EXCELLENT

GOOD

BAD

NEUTRAL

CADBURY

40

29%

44%
CADBURY DAIRY MILK

FIVE STAR

7%

PERK

8%

12%
GEMS

OTHERS

BAR GRAPH SHOWING BRANDS OF CHOCOLATE PROMTED BY

THE COMPANY .
90
80
70
60
50
40
30
20
10
0
CADBURY

NESTLE

AMUL

OTHERS

41

PIE CHART SHOWING MARKET SHARE OF CADBURY

CHOCOLATE

4% 2%
23%
CADBURY

NESTLE

AMUL

71%

OTHERS

BAR GRAPH SHOWING LEVEL OF CONSUMERS WITH REGARD

TO QUALITY

90
80
70
60
50
40
30
20
10
0
CADBURY

NESTLE

AMUL

OTHERS

BAR GRAPH SHOWING THE PRICE

42

90
80
70
60
50
HIGH

40

REASONABLE

30
20
10
0
CADBURY

NESTLE

AMUL

OTHERS

GRAPH SHOWING DIFFERENT FACTORS SALE OF CADBURY

100%

90%

90%
80%
70%

80%
70%

75%

60%
50%

RESPONSE

40%
30%
20%
10%
0%
TASTE

PRICE

QUALITY

AVALIBILITY

GRAPH SHOWING ROLE OF ADVERTISEMENT IN INCREASING

MARKET SHARE

43

100
95
90
NO

YES

85
80
75
CADBURY

NESTLE

AMUL

OTHERS

GRAPH SHOWING AVALIABILITY OF DIFFERENT BRAND OF

CHOCOLATE TO CONSUMERS

100%
90%
80%
70%
60%
50%

EASILY

NOT EASILY

RARELY

40%
30%
20%
10%
0%
CADBURY

NESTLE

AMUL

OTHERS

CONCLUSION
Cadburys have tried to position its chocolates as a light snack between meals (PERK),
also targeted some of its chocolates for gift purpose (DAIRY MILK) specially.

44

There have been efforts to create differentiation through packaging, flavor additions and
advertising but apart from the structure i.e., the shape, size and packaging there hasnt
been much difference in the product value delivery.
The advertising effort is basically to position it as several people also consume a
chocolate for gift purpose on different occasions due to its packaging and size in order to
maintain their standard i.e. according to them consuming expensive chocolate is a Status
Symbol.
Through survey we found that people like to see their ideal personality in advertisements.
Through survey we come to know that Cadbury has a good name and reputation because
of its existence in the market for so many years and has a very good potential in the
market.

Cadbury has an excellent taste, quality & packaging and its future path is very bright.
Cadbury chocolate is easily available to consumers and it has maximum market share in
chocolate business.

LIMITATIONS
Because of time constraint sample size was the scope of this project is limited to areas
in Lucknow only.
The estimates are done on average basis.
The project had scope for future research, which was beyond my resource due to time
constraint and work pressure.
Because of time constraint sample size was restricted on 50.
Some of the respondents did not respond due to lack of time.
Some were biased towards their brand, which might not be giving them good service.
Some times even if the retailers were not using Cadbury but he used to say that the
brand he is using is Pepsi because of low awareness level of other brands.

45

46

SUGGESSTIONS
Cadbury can improve on their brand by adding some new flavours as well as changing its
packaging.
Cadbury can also capture a large market by lowering its price. By some price
reduction and keeping some small gifts likes Tattoos, Small Cars etc. they can
also target kids.
Cadbury can also improve by giving new shapes and different appeals to
consumer. Little bit, it should improve the packaging of few brands also to make
its look attractive.
From the study it has been found that majority of the people do not have any
brand preference. The company should establish brand image in chocolate with
the help of advertisement & better service to the customers.
Cadbury can also introduce 'Buy two get one' like offers in order to gain market
share.
The claims of the consumer schemes should properly be handled.
The frequent fluctuations in the price must be stopped as it creates bad and
unstable image in the minds of the consumer.
The company needs to focus heavily on advertising. It can be accomplished by
putting up barriers and hoardings, distributing advertisement materials, free gift
like key chains, caps, T -Shirts, wall clock with symbols of all the brands of the
company.
Schemes should be timely launched keeping in view of the competitors.
The company should come up with consumer schemes. They can put forth a
questionnaire is the newspaper and offer for the winners. This can help the
company in creating awareness for their products.

47

48

APPENDIX
QUESTIONNAIRE
Name:
Area/Location:
Address:
Contact No.:
1. Do you know Cadbury?
(a) Yes

(b) No

2. Do you buys Cadbury's chocolate?

(a) Yes

(b) No

(c) Can't say

3. If yes, then why Cadbury?
(a) Taste

(b) Quality

(c) Price

(d) Availability

4. If no, then why not?

(a) Price

(b) Health conscious

(c) Taste

(d) Can't say

5. How often do you buy Cadbury's chocolate?

(a) Frequently
(c) Rarely

(b) Occasionally
(d) Never

6. How do you feel about Cadburys chocolate?

(a) Good

(b) Very Good

(C) Neutral

(d) Bad

49

7. On what occasions do you buys Cadbury's chocolate?

(a) Festivals

(b) Birthdays

(c) Gift

(d) Mood

8. Do you think of a specific brand when you buy chocolate?

(a) Cadbury

(b) Nestle

(c) Amul

(d) Others

9. Which brand of chocolate do you like most?

(a) Cadbury

(b) Nestle

(c) Amul

(d) Others

10. How do you feel regarding price of different brands of

chocolate?

(a) Cadbury- High/Low

(b) Nestle -High/Low
(c) Amul -High/Low
(d) Others -High/Low
(e)
11. How easily do you get different brand of chocolate?
(a) Easily

(b) Not easily

(c) Rarely
12. Among which brand of chocolate, the taste is good?
(a) Cadbury

(b) Nestle

(c) Amul

(d) Others

13. If the price of another brand of Chocolate were reduced would you shift your brand?
(a) Yes

(b) No

14. Do you have any grievance before the company?

(a) Yes

(b) No

50

(c) Not certain

15. Do you have any suggestions regarding the product?
(a) Yes

(b) No

(c) Not certain

16.If

any

suggestions

for

the

company

Thanking You
Date:_________

Signature

51

BIBLIOGRAPHY
BOOKS REFERRED FOR ANALYSIS:
1. Marketing Management Philip Kotler, Eleventh edition.
2. Research Methodology- R.C. Kothari, Second edition.
3. Marketing Research- Harper W. Boyd, Jr. Ralph Westfall, Stanley F. Stasch,
Seventh edition

WEBSITE:
1. Cadbury's website. www.cadburyindia.com
2. Indiainfoline.com.
3. Google.com.

NEWS PAPER:
1. Economic times.

2. Times of India.

MAGAZINES:
1. Business today.

2. Business World.

2. Business India.

JOURNALS:
Annual Journal Report of Cadbury India Ltd.

52