Overview of the Company

Cadbury India is a food product company with interests in Chocolate

Confectionery, Milk Food, Drinks, Snacks, and Candy. Cadbury is the market leader in
Chocolate Confectionery business with a market share of over 70%. Some of the key brands
of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and
Gems. In Milk Food drinks s e g m e n t , C a d b u r y ' s m a i n p r o d u c t
B o u r n v i t a i s t h e l e a d i n g M a l t e d F o o d D r i n k i n t h e country. Its heritage
can be traced back in 1824 when John Cadbury opened a shop in Birmingham
selling cocoa and chocolate. Since then we have expanded our business throughout the
world by a program me of organic and acquisition led growth. On 7 May 2008, the separation
of our confectionery and Americas Beverages businesses was completed creating Cadbury
plc with a vision to be the world's BIGGEST and BEST confectionery company.

We make and sell three kinds of confectionery: chocolate, gum and candy.
We operate in over 60 countries
John Cadbury opened for business in 1824 - making us nearly 200 years young
We work with around 35,000 direct and indirect suppliers
We employ around 45,000 people
Every day millions of people around the world enjoy our brand

Cadbury is the world's largest confectionery company and its origins can be
traced back to1783 when Jacob Schweppe perfected his process for
manufacturing carbonated mineral water in Geneva, Switzerland. In 1824, John
Cadbury opened in Birmingham selling cocoa and chocolate. Cadbury and Schweppe
merged in 1969 to form Cadbury Schweppe plc. Milk chocolate for eating was first
made by Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of
cocoa mass, cocoa butter and sugar.

In 1905, Cadbury's top s e l l i n g b r a n d , C a d b u r y D a i r y M i l k .

Cadbury Dairy Milk was Launched By 1913.
D a i r y M i l k h a d b e c o m e Cadbury's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader. Cadbury India began its
operations in 1948 by importing chocolates and
t h e n r e p a c k i n g t h e m b e f o r e d i s t r i b u t i o n i n t h e I n d i a n m a r k e t . T od a y,

C a d b u r y h a s f i v e company-owned manufacturing facilities at Thane, Induri

(Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales
offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai.
Worldwide, Cadbury employs 60,000 people in over 200 countries.

Cadbury in India
Cadbury India is a fully owned subsidiary of Kraft Foods Inc. In 1948 Cadbury starts its
operations in India by importing chocolates, but today it owns five manufacturing companies
and 4 sales offices. Its corporate office is in Mumbai.
The core purpose of Cadbury was to "make today delicious". In India, Cadbury operates in
four categories i.e. milk food drink, chocolate confectionery, candy and gum. Cadbury is the
market leader in chocolate business. The pure taste of Dairy Milk describes the taste of
chocolate for Indian consumers. Bournvita is the leading product in milk food drinks and
candy halls is the leading product of candies in the country.
Since 1965, Cadbury has also started the farming of cocoa in India. (Cadbury India Ltd., n.d.)

WHAT IS BRAND?

A brand is a name sign symbol slogan or design or a combination of

these, intended to
identify the goods and services of one seller and to distinguh
t h e m f r o m t h o s e o f competitors". Branding helps differentiate products and can be a
powerful tool of competitive strategy. While products can come and go
over time, brands (if properly managed) can live indefinitely. Brands have many
benefits for companies and consumers. For companies; strong brands add value, and
consumers develop positive associations with the brand and are less
likely to purchase competitors products.
T h i s m e a n s t h e b r a n d c a n a c t a s a b a r r i e r t o competition. For consumers, brands help
them to quickly identify products and make shopping easier. Strong brands carry a guarantee of
quality which consumers trust and are often willing to pay more for. Consumers will
pay a premium price for a branded product if they believe they it provides a higher
value.

Building strong brand is an important marketing strategy for companies, enabling

premium pricing and making widespread distribution easier to achieve. Brand loyalty helps
create and s u s t a i n h i g h s a l e s a n d p r o f i t . B r a n d e q u i t y i s t h e v a l u e o f a
b r a n d b a s e d o n t h e e x t e n t t o w h i c h i t s h a s b r a n d l o y a l t y,

brand name awareness, perceived quality and strong brand

association.

DEVELOPING A BRAND
A brand identity is the message sent out by the brand through its name, product
shape and design, visual symbols (such as logos), advertising etc. This identity needs to
be planned by brand management, as this is key to gaining market acceptance and leadership
.

The Brand Pyramid Brand Meaning

Brand core

Brand proposition

Brand style

Brand themes

The top tier of the pyramid consists of the br and core.

Brand core
physical appear ance etc. Brand themes are flexible and change with physical appear ance
etc. Brand themes are flexible and change with A brand pyramid can help managers
plan and analyze a brands identity. The top tier of the p y r a m i d c o n s i s t s o f
brand core. Brand core values are the genetic code of the brand and
remain the same overtime. Closely related to these values is the brand

p r o p o s i t i o n : t h e promise the brand makes to the consumer. This proposition should be

easy to understand and appeal to the target market. The middle tier represents
the brands style or elements of the b r a n d s i d e n t i t y t h a t r e p r e s e n t s t h e s e l f
i m a g e o f t h e b r a n d o f t h e b r a n d a n d n e e d t o b e relatively stable over time.
The base of the pyramid is formed by the brand themes which are concerned with the brand
currently communicate through its advertising, packaging, fashion, technological developments
and changing consumer tastes. physical appear ance etc. Brand themes are flexible and change
with.
The brand pyramid helps managers understand the strengths of the
b r a n d a n d e n s u r e consistency of its message. This also helps to identify the opportunities
for brand stretching and brand extensions. A brand extension is the use of a well
known brand name on a new product category. We will discuss this in relation to
the DAIRY MILK brand. Brand starching is the use of an established brand name in
unrelated markets or product categories , e.g. using a well known designer name
on cosmetics, clothes, sunglasses etc, such as John Rocha Waterford Crystal

Marketing Mix of Cadbury

After segmenting the market and positioning itself to outdo their competitors, it needs to
come up with different strategies. The 4 P's used by Cadbury are:
Product: The Company should design and manufacture its products so as to improve the
customer experience.
Product Success
The meaning of Product is anything tangible or intangible that can be offered to the
customers for the proposed market segments either in the domestic or international market. It
includes packaging, guarantee, quality etc.
Every company will compete for customers by satisfying their expectation constantly. But the
best company will go beyond the expectations by delivering additional benefits, which they
would have never imagined. Cadbury offers a wide variety of products which include:
I. Chocolates: Fruit & Nut, Dairy Milk, Perk, 5 Star, Eclairs, Gems, Temptation, Nutties,
Milk Treat.
II. Beverages: Drinking Chocolate, Bournvita and Cocoa.

III. Snacks: Bytes

IV. Candy: Halls
V. Gums: Bubbaloo
Place: The place means to identify the physical distribution of the product where the
product should be available for the customer at the right place, time and quantity. It also
consists of roles of channel for distribution.
For the success of any product in the Indian market, the product should be introduced to the
retail shelves. Buyers play an important role for its success rather than brand and market
shares. With the increase in technology and competitive pressure, it is difficult to retain a
unique product for a long period. The brand that gets the greatest number of customers, sells
the most products. Proper channels of distribution also play an important role. If the product
reaches the market at the right time, only than will the consumer will have access to the
products. Increases in distribution and channel cost go together. Marketing cost of Cadbury is
18% of its total cost which is higher as compared to Nestle and Parry.
Price: Pricing is the most important part of a marketing mix as it is the only area by which
revenue is generated for the company. Price includes the catalog prices, discounts available
and different options available for financing etc. Before deciding the price strategy the
feasible reactions of the competitors are also have to be taken into consideration. The pricing
of the product must consider the appropriate demand-supply equation.
The strategy used by Cadbury for satisfying the value that all the customers buy the product
is using the expectation they have about how much the production is worth to them.
Cadbury has introduced various products for different customer segments so that every
customer segment has different expectations of price from the product. Therefore maximizing
the returns includes maintaining right price level for each segment and then increasing
moving through them.
Promotion: Where and when can you get across your marketing message to your target
market?
Effective advertising attracts and generates supporting feelings for any business. To reach out
to the consumers, communication plays an important. For the marketing of any product,
advertisement and promotions are the best means of communication about the product to the
end user. Cadbury does its promotions through Televisions, consumer contact activity, etc.
Some of the most famous marketing campaigns of Cadbury are:
"Khane Walon Ko Khane Ka Bahana Chahiye" for Cadbury Dairy Milk

"Thodi Si Pet Pooja - Kabhi Bhi Kahin Bhi" for Perk

Cadbury gives special promotional offers during festivals like Diwali, Holi, etc. and special
occasions like Valentines Day. It continuously introduces new products to maintain its brand
and to expand its market share.

Current Marketing Strategies used by Cadbury and Market

Segments
Current Marketing Strategy used by Cadbury:
To encourage the consumers Cadbury uses many strategies. Some of them are as follows:
On Every Hand Everywhere: The customers demand flawless services from the salesmen and
they have to deliver that to the customers. Cadbury is the market leader in confectionery and
chocolates. Their sales team plays an important role in the success. They regularly conduct
surveys of consumer's choice and requirements. They deliver the products not only in the
super markets but also in the small shops, so that every segment of the customers can easily
get their products. They also provide selling techniques.
Growing with Emerging Markets: Revenue of the company grows with the emerging
markets. They continuously modify the products to fulfill the requirement of all segments of
consumers. This strategy leads them to a growth of above 20% annually for the past three
years.
A strong foundation: Since 1948, Cadbury is serving their products in India and they have
created a very strong tradition and leadership position. They are the number one chocolate
brand with a share of about 70%. Today only one third of the population buys the chocolate
so Cadbury is challenged to introduce the pleasure of Cadbury to many peoples.
Growing with the market: To attract the broader range of consumers is the main target the
Cadbury. They created a base range of their acceptable chocolate brands at more reasonable
and affordable price. They also introduced the gift range products for the customers segments
with high-income group.
Functional advantage: Cadbury Bournvita was launched in India in 1948 and it always
required providing nutrition that helps in the development and growth. Today the natural
goodness of milk, chocolate and malt is prepared with vitamins A, B1, B3, B6, B12 and C,
plus protein, iron, calcium, manganese, zinc, and folic acid. It is also known as "a cup of
confidence".

Affordable luxury: Cadbury has increased their presence in the candy in the form of halls and
Cadbury dairy milk Eclairs. Eclairs became more popular in the markets with a hotter
climate. The consumers find the delicious taste of chocolate in the middle that easily melts in
the mouth and not in the hot climate. It is also an affordable chocolate for everyone. The new
Eclairs Crunch is with more crispy caramel shell for hot climatic conditions.

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show
90% of the p e o p l e r e c o g n i z e s t h e b r a n d w h i l e 7 4 % s t a t e t h a t
w h e n i t c o m e s t o c h o c o l a t e o n l y CADBURY will do.

There are three main brand name strategies:.

Family brand names:

The parent brand is also known as an umbrella brand. This term is given to product ranges
where the family brand name is used for all products. The advantage of this approach is
the positive associations with the parent brand will transfer to all sub brands. The
risk however is that that if one brand is unsuccessful or falls into disrepute, the reputation of
the complete family of brands can be tarnished. Cadbury is a family brand .

Individual brand names (or multi brands):

In this case each

Individual brand names (or multi brands):

In this case each

Individual brand names (multi brands) : i n t h i s c a s e e a c h b r a n d i s

c r e a t e d a n d n a m e d separately and has separate identity. Using a family brand may not
be that suitable as brand values may be far apart.

Combination brand names:

This approach allows for the optional use of the corporate brand name, while allowing an
individual brand to be identified, e.g. Cadbury Dairy Milk

Cadbury uses a combination of brand strategies. The family brand ,Cadbury is linked with its
famous sub brands , i.e. Cadbury Crme Egg, Cadbury Roses and Cadbury Flake to name
af e w . T h e f a m i l y b r a n d i d e n t i t y i s s t y l e c o m m u n i c a t e d b y p a c k a g i n g w
ith the Cadburycorporate purple color and the distinctive Cadbury scri
p t l o g o . T h e s u b b r a n d i s t h e n distinguished by is own individual livery
.
Recently marketers have identified particularly strong family or corpo
r a t e b r a n d s a s MASTERBRANDS Cadbury is such a brand. However, a true Masterbrand
is more than name of the company it incorporates the companys mission, vision and
values, representing the min a way that is easily understood by consumers. IBM is another
example of MASTER BRAND.

Cadburys core brand values include "lifes everyday pleasures that make
us feel good and never let us down. As a reward or a pick me up, we consumer
trust Cadbury chocolate to make us feel better.

BUILDING A MEGABRAND: CADBURY DAIRY MILK

Family brand names:

The parent brand is also known as an In the last year there has been a major development
in brand strategy at Cadbury Ireland. The Cadb ury Dairy y Milk brand has been
stretched to become a family brand in its own right. Of all the successful Cadbury
brands, the one with the greatest loyalty is Cadbury Dairy Milk. In 2002 more than 19
million Dairy y Milk products were sold. Cadbury made a strategic marketing
decision to leverage the value of the Dairy Milk brand (i.e. optimize the market potential of
it to a Megabrand the brand ) by elevating or range brand

A Megabrand or range brand spans an entire range of products, creating, relationships

with products which may have been previously unseen by customers.
The rationale for a mega brand:
1. The Megabrand concept can help provide structure and unity to a strategy.
2. A Megabrand strategy can add visibility to products and provide greater
credibility to consumer s for a variety of offers under the brand.
In addition, it is easier for consumer to try new offers from their trusted brand .Mega brands
provide economies of scale as the fixed costs of maintaining a brand name can be
spread across the sales of numerous product lines. Creating and maintaining
brands has become very expensive. Stand alone it increasingly difficult to compete with
Mega brands. Other factor s leading to the emergence of the Megabrand include growing
Pressures and greater global competition. Megabrands are better resourced and have a
greater chance of success than standalone brands

SCOPE OF THE MEGABRAND

When developing a Megabrand, products are chosen for inclusion on
t h e b a s i s o f t h e i r compatibility with the brands identity.
For Cadbury, the (blocks) chocolate brands were included as they were
perceived as variants of Dairy Milk. The core proposition of the new Dairy Milk
Megabrand could be described as delivering recipes for lives upbeat occasions -i.e. no matter
what your humor or the occasion, Cadbury Dairy Milk will provide the perfect
accompaniment

Tw o p r o d u c t s i n t h e C a d b u r y r a n g e c r e a t e d a d i l e m m a : W i s p a a n d
C a r a m e l . B o t h w e r e stand alone products with distinctive identities. Both had a loyal

consumer base high should not be abandoned. To incorporate these products into the Dairy
Milk range called for a fresh strategy. .
Both were blocking chocolate and provided a fit with the Dairy Milk
Megabrand. Their inclusion provided the opportunity to further leverage.
The Dairy Milk Megabrand without alienating loyal consumer s. The new Dairy Milk
Bubbly brand benefited from a new name which better conveys the distinctive "mouth feel"
of Wispa. The new aerated chocolate product now in square form, which is also easier to
break, proved popular. Test showed that 85% of Wispa consumers were likely to buy Dairy
Milk showed t h a t 8 5 % o f W i s p a c o n s u m e r s w e r e l i k e l y
t o b u y D a i r y M i l k , w h i l e 8 9 % o f C a r a m e l customers indicated their likelihood
to buy the new Dairy Milk Caramel.
Other range refreshment initiatives involved deleting some products such as
Banoffi while incorporating new variants like Cadbury Dairy Milk Orange Shots. This
approach will keep the range fresh!!!!!!!

CADBURY AND ITS PRODUCTS

Cadbury Boost
is a chocolate bar made by Cadbury Ireland in the Repu blic of Ireland , and sold in the
UK by Cadbury UK and also sold in Australia and South Africa. Its wrapper says that it
consists of milk chocolate with caramel and biscuit filling. The wrapper also states that
Boost is "Charged with glucose."

Cadbury Brunch Bar

is a bar of cereals (oats, bran flakes and crispies) bound with honey and half covered in
milk chocolate. They come in a variety of flavours: Raisin ,Hazelnut, Apricot & Almond,
Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and Toasted Coconut and is
made by Cadbury UK .

They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and
more wholesome snack option to chocolate bars.

Cadbury Caramilk
is a caramel-filled chocolate bar made by Cadbury Adams in Canada. It was first sold in
1968.
Variations available, some of them limited editions, include Caramilk made with
dark chocolate maple, chocolate, or cappuccino. "Chunky" (thicker) versions called
Caramilk "Thick" and cylindrical versions called "Caramilk Rolls" (similar to Rolo) have
also been introduced.

Crispy Crunch
is a hard chocolate bar with a crispy peanut flake inside that is made by Cadbury. Crispy
Crunch is sold in Canada. Crispy Crunches were sold in the United States for a brief time in
the 1990s by the food distribution arm of Pro Set, the collectible card company. Pro Set went
bankrupt, resulting in Crispy Crunch no longer being available in the United States. A lowercalorie version of Crispy Crunch was available for a limited time in the mid-1990s. The
original manufacturers ,Neilson, sold all their chocolate brands to Cadbury in 1996, though
packaging continued to feature the Neilson logo for a few years. Since Cadbury began
manufacturing of the chocolate bar, the recipe has changed in that it is less salty and more
sweet as it has a more of the crunchy topaz coloured candy coating around the centre.

Bar and a Half

In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as are
placement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The
concept is that the bar is to be more "portionable", so parts of the bar can be "saved for later"

Al though the bar is the same as the old 8 chunk but in Fruit and Nut, Whole Nut and
Standard. This bar has the new logo and packaging. A similar technique has been introduced
with Cadbury Double Decker and Cadbury Boost bars. However instead of larger bars, two
separate bars are packaged together and are called" Duo". Both brands received a packaging
refresh at the same time.

Cadbury Dairy Milk Caramel

is a chocolate bar that is part of the Cadbury Dairy Milk brand and is made by Cadbury
UK and Cadbury Ireland. The bar is sold in the United Kingdom and Ireland. The bar was
first launched in 1976, originally called Cadbury Caramel until 2003, when it was renamed.
In early 2009 it was re launched, with the Caramel name re-emphasised as the main on-pack
brand, and the Dairy Milk brand reduced in size. he product is a Cadbury Dairy
Milk chocolate bar semi-divided into blocks each of which has a caramel filling. The blocks
vary in shape and number according to the size of the bar, but on all bars, the blocks are
stamped with the word Cadbury on the top.

Cadbury celebrations
:Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons. Cadbury Celebrations is available in several assortments: An
assortment of chocolates like 5Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits
enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew
magic, nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit
Collection which is a festive offering is an exotic range of chocolate covered dry fruits and
nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate
in luscious flavours.
Cadbury Celebrations has become a popular brand on occasions suchas Diwali, Rakhi,
Dussera puja. It is also a major success as acorporate gifting brand. The communication is
based on the emotional route and the tag line says "rishte pakne do" which fits with the
brand purpose of strengthening your relationships with something sweet.

Cadbury five star

Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share
among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched-which
still had the richness of caramel, chewiness of nougat but also contained rice crispies. In
order to engage youth the campaign was executed across TV, radio, internet, outdoor
and print media.

Cadbury Perk:
A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its
new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury
Perk targeted the casual snacking space that was dominated primarily by chips & wafers.
With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed
right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers
getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury
Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to
define its role in the category. As the years progressed, so did the messaging, which changed
with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly
and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial
in the mid 90's.

Cadbury 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
consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that
came into India in 1968 is still going strong. Cadbury Gems brings happiness to the
consumer's world. With this promise in mind, Cadbury Gems has always had 'Masti' as the
key proposition in all its communication. In fact, Cadbury Gems is always a willing ally for
pranks and fun.

Cadbury Bournvita :
Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the
name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is
among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage
and has always been known to provide the best nutrition to aid growth and all round
development. Throughout it's history, Cadbury Bournvita has continuously re-invented itself
in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich
brand heritage has helped the brand maintain its leadership position and image over the last
50 years.

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was introducing
Cadburyas an after dinner sweet. Indians are fond of having dessert after their dinner.
Cadbury aimed at replacing the traditional sweets. Apart from its after dinner advertisement
Cadbury targeted a d u l t s r a t h e r t h a n c h i l d r e n . I n m o s t
o f i t s a d v e r t i s e m e n t s , t h e b r a n d i s e n d o r s e d a n d advertised by
adults rather than by children even though it basically sells chocolate.
Sucht y p e o f a d v e r t i s e m e n t s h a v e c r e a t e d a v e r y w i d e r a n g e o f c o n s u m e
r s f o r C a d b u r y. I t s products are not limited to children alone. Adults like the
products of Cadbury as much as children do. Another reason for Cadbury being such a
successful brand was that it aimed at replacing the traditional sweet custom so
prevalent in India. Indians have the habit of carrying sweets as gifts when they
visit a friend or relatives. Cadbury items became the new sweets. It was not
only considered better but also superior to carry Cadbury instead of
t h e n o r m a l s w e e t s . Cadbury also aimed at selling in bulk during festive seasons such as
diwali and rakhi. D i w a l i a n d r a k h i p a c k s a r e d e s i g n e d t o g i v e a f e e l o f t h e
f e s t i v i t i e s g o i n g o n . T h e y a r e exclusively indianised. The chocolate packs
contain special chocoloates such as dry fruits rich chocolates as people normally
serve dry fruits during diwali.

COMMUNICATING STRATEGY
To promote the new Dairy Milk

Brand core:
This is the creed or genetic code of the brand; campaign. This involved a highly Megabrand, Cadbury
implemented a To promote the new Dairy Milk

Brand core:
This is the creed or genetic code of the brand;
Megabrand, Cadbury implemented a
To promote the new dairy milk mega brand , Cadbury implemented
comprehensive 360degree support campaign. This involved a highly coordinated set of
promotional activities a c r o s s v a r i o u s
communications channel each activity bearing the same message.
T h i s approach is known as integrated marketing communications
and ensures that consumers receive a clear and consistent message about a brand.

The 360 degree support campaign include a point of sale competition to win a new look , new
display units , a buy-two-get-one free promotion on 100g bars, PR and advertisements in the
trade press. The result was that sales of the new Megabrand products exceeded targets by
12%!!

CHAPTER-2

RESEARCH METHODOLOGY

Research methodology is way to s ystematically solve the research

problem. It may be understood as a science of studying how research
i s d o n e s c i e n t i f i c a l l y. I n i t w e s t u d y t h e v a r i o u s s t e p s t h a t a r e
generally adopted by researcher in studying his research problem
along with the logic behind them. It is necessary for the researcher to
know not only the research methods/techniques but also the
m e t h o d o l o g y.

We c a n a l s o d e f i n e r e s e a r c h a s a s c i e n t i f i c a n d s y s t e m a t i c s e a r c h f o r
pertinent information on a specific topic. In fact, research is an art of
s ci en t if i c in ve s t ig a t io n. Th e Ad va n ce d L e ar n er s D i ct i on a r y of
Current English Lays down the meaning of research as a a careful
investigation or inquiry especially through search for facts in any
branch of knowledge.

Redman defines research as systematic effort to gain new

knowledge. Some people consider research as a movement, a
movement from the known to the unknown. It is actually a voyage of
d i s c o v e r y. R e s e a r c h i s a n a c a d e m i c a c t i v i t y a n d a s s u c h t h e t e r m
should be used in a technical sense.

A c c o r d i n g t o C l i f f o r d Woo d y r e s e a r c h c o m p r i s e s d e f i n i n g a n d
redefining problems, formulating hypothesis or suggested solutions,
collecting, organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis. The s ystematic
approach concerning generalization and the formulation of a theory is
als o research. As such the term research refers to the s ys te matic
method consisting of enunciating the problem, analysing the facts and
reaching certain conclusions either in the form of solutions towards
the concerned problem or in certain generalizations for some
theoretical formulation.

Sources of Data Collection:

There are two types of sources of data. One of which is primary data
collection and the other is secondary data collection.

P R I M A RY D ATA: D a t a o b s e r v e d o r d a t a c o l l e c t e d d i r e c t l y f r o m
first-hand experience. Raw data is a term for data collected from a
source. Primary data has not been subjected to processing or any
other manipulation; it is also known as primary data. It is a relative
term. Primary data can be input to a computer program or used in
m a n u a l a n a l y s i s p r o c e d u r e s s u c h a s g a t h e r i n g s t a t i s t i c s f r o m a s u r v e y.
It can refer to the binary data on electronic storage devices such as
hard disk drives (also referred to as low-level data)

P R I M A R Y D ATA : i s d a t a t h a t h a s n o t b e e n p r e v i o u s l y p u b l i s h e d , i . e .
the data is derived from a new or original research study and
collected at the source, e.g., in marketing, it is information that is
obtained or experimentation.
Sources of collecting primary data are Field research, Content
analysis, Survey research and Experiments. Other methods of
gathering primary data include historical research, analysis of
existing statistics and various forms of direct observation.

S E C O N D A RY D ATA: S e c o n d a r y d a t a i s c o l l e c t e d b y s o m e o n e o t h e r
than the user common sources of secondary data for social science
includes censuses, surveys, organizational records and data collected
through qualitative methodologies or qualitative research. Primary
data by contrast are collected by the investigator conducting the
research. Secondary data analysis saves times that would otherwise be
spent collecting data and, particularly in the case of quantitative
data, provides larger and higher-quality databases than would be
unfeasible for any individual researcher data essential, since it is
impossible to conduct a new survey that can adequately capture past
change and/or development.

A secondary data is a report on the finding of the primary source.

While not as authoritative as the primary source, the secondary source
o ften pr ov id es a br oad b ackg ro un d and r ead il y impr ov es on es
learning curve. Most textbooks are secondary sources: they report and
summarize the primary sources.
,

Research Design
T h e s o u r c e s o f d a t a c o l l e c t i o n i n t h i s p r o j e c t i s S E C O N D A R Y D ATA .
T h e r e s e a r c h d e s i g n u s e d i n t h i s p r o j e c t i s D E S C R I P T I V E D ATA
DESIGN.

Descriptive research answers the questions who, where, what, when

a nd how. Al t ho ug h t he da ta de s c r i p t io n i s f a ct u a l, ac cu r at e an d
s ystematic, the research cannot describe what caused a situation.
Thus, Descriptive research cannot be used to create a casual
r elatio ns hip, where on e v ar iab le affects an oth er. I n other w or ds,
descriptive research can be used to have a low requirement for
i n t e r n a l v a l i d i t y. T h e r e a d e r o f t h e r e s e a r c h d e s i g n i s a s c i e n t i f i c
method which involves observing and describing the behaviour of a
s u b j e c t w i t h o u t i n f l u e n c i n g i t i n a n y w a y.
T h e d a t a c o l l e c t e d i n t h i s p r o j e c t i s s e c o n d a r y. T h e i n f o r m a t i o n
provided is by searching the sites and analyzing each point. In this
project I used descriptive research method so as to provide the correct
and detailed information about the company Cadbury as well as its
v ar io us po li c i es r eg ar d in g Ad ve r ti s e men t .