FIELD STUDY DRAFT REPORT

On

Effect of Advertisement on customers of

confectionery products with special reference to
CHOCOLATES
Toward partial fulfillment of
Integrated Master of Business Administration( IMBA)
(Babu Banarasi Das University, Lucknow)

Guided By: Submitted by:

Ms. Stuti Gupta Tasneem Subhan
IVth semester
Roll No. 1130675098

Session : 2014 2015

School of management

Babu Banarasi Das University

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (u.p.) India

ACKNOWLEDGEMENT
No project report ever reflects the efforts of a single individual. The report owes its existence
to the constant support and guidance of a number of people. I am grateful to all of them.

I owe a never-ending debt of gratitude to Ms. Stuti Gupta for his expert guidance and
support.

I would like to thank all the respondents for giving their valuable time and providing useful
information.

I am also grateful to all those who have either directly or indirectly contributed towards the
completion of the project, for their support and encouragement.

Tasneem Subhan

TABLE OF CONTENTS

SR.NO. INDEX PG.NO.

 1. INTRODUCTION

2. INDUSTRY OVERVIEW

3. OBJECTIVES OF THE STUDY

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS

6. FINDINGS

7. CONCLUSION

SUGGESTION &
8. RECOMMENDATIONS

9. QUESTIONNAIRE

10. BIBLIOGRAPHY

INTRODUCTION

Advertising is how a company encourages people to buy their products, services or ideas. An
advertisement is anything that draws good attention towards these things. Ads of products
appear on television, as well as radio, newspapers, magazines, etc. They try to get people to
buy their products, by showing them the good rather than bad of their products. Advertising
happens in many different ways. Many products are advertised on television, although not all
channels permit advertising. The advertisements usually appear during breaks between a
television show. They are usually for products, other television shows or movies and are not
normally much longer than 30 seconds. Some radio stations have audio advertisements that
play between programmes.

The purpose of advertising is to convince customers that a companys services or products

are the best, enhance the image of the company, point out and create a need for products or
services, demonstrate new uses for established products, announce new products and
programs, reinforce the salespeoples individual messages, draw customers to the business,
and to hold existing customers. Advertisement makes people aware about the products.

Functions of Advertising

To differentiate the product from their competitors.

To communicate product information.
To urge product used.
To expand the product distribution.
To increase brand preference and loyalty.
To reduce overall sales cost.

Confectionery means sweet, and confectionery products are sweet food products. Products
like biscuits, chocolates, wafers, noodles, sauces, health drinks, etc are confectionery
products. Confectionery products are very much advertised so as to make customers know
about it. Chocolate is a confectionery product (sweet food) which mostly every age group
people prefers whether we talk about children, teenagers, adults or even old people, everyone
likes chocolates. It is basically a sweet that is made of the mass of cocoa beans and cocoa
butter obtained by processing roasted cocoa beans and powdered sugar. Advertisement of
confectionery product like chocolates is very effective among the consumers. People get very
much influenced by the Ads. Advertisement plays an important role in the marketing of the
products.

Indian chocolate market is almost totally depended on purchases of kids. In recent times, the
chocolate majors, Cadburys and Nestle took major initiatives to bring in grown-ups into this
market. While Cadbury is trying to sell indulgence to adults, Kit Kat is selling ritualistic
break to teenagers/ young adults. This is reflected in the changing advertising patterns across
different channels.
INDUSTRY OVERVIEW

Chocolates are liked by everyone due to its creamy and chocolaty taste. The Indian Chocolate
industry is booming day by day as in India people are more conscious about their social status
and they prefer to gift chocolates with cashew or almond flavours instead of Mithai on
special occasions to show elegance. Chocolate can resist for more days as compared to
sweets and are much tastier than sweets. In India there are several brands of chocolate . We
have taken three top most brands Cadbury, Amul, Nestle which most of the people like to eat.

Cadbury is a British multinational confectionery company owned by Mondelez

International. Its was established in 1824 by John Cadbury. Its is among the two biggest
global brands along with Mars and its head offices are Uxbridge, London. Right now it
operates in more than 50 countries across the world. Mondelez International is one of the
biggest brands in the world when it comes to chocolates, candies, and buiscuits. Cadbury
India began its operations in India in 1948 by importing chocolates. It now has manufacturing
facilities in Thane, Pune, Gwalior, Hyderabad, Bangalore and Himachal Pradesh and sales
offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai
under the name of Cadbury House. Its top chocolate products available in India are as
follows:

Dairy Milk: Dairy milk is a milk chocolate brand made by Cadbury. Every product in this
line is created only with milk chocolate. It was launched during 1905 in the UK. In Indian
market its advertisement deals with the sentiments which make people emotionally attached
to it as its tagline says Kuch meetha ho jaye.

Bournville : Bournville is a dark chocolate bar. The chocolate derives its name from a
synonymous model village in Birmingham. Its isprimarily manufactured in France.

Advertisement of Bournville Dark Chocolate Ad

Tagline : You dont just buy a bournville, you earn it

Duration : 55 seconds

First seen : December 08

Ad Message : Re-introducing the dark chocolate brand Bournville from Cadburys stable.

Target Audience : SEC A Higher income group (25+ years)

Frequency : Medium

Crunchie : Crunchie is a chocolate bar and comes with a honey laced sugary center.The
product is available in several sizes such a snack size, which is basically a small cube like
variation, and the king size. The single serve bar is the most commonly available version and
comes with a length of 7 inches, width of an inch, and depth of 3/4th of an inch.

Advertising- The Cadbury signature logo is derived from the signature of William Cadbury.
Its was adopted as the worldwide logo in the 1970s.

Amul is also one of the top chocolate brand in India which is a part of Gujarat Cooperative
Milk Marketing Federation Limited (GCMMF), which is the biggest organisation in the
domain of food product marketing in India. The company procures 13 million liters of milk
on a daily basis in the peak period and has 16,117 milk cooperative societies that are based in
villages, 3.18 millionmembers who produce milk, and 17 members unions that cover 24
districts. In 2011-12 its aggregate turnover was 2.5 billion US dollars. Its slogan is The
Taste of India.

Amul chocolates are available in various forms such as

Amul Fruit n Nut

Amul Bindass

Amul Chocozoo

Amul Milk Chocolate

These are available in several flavours like orange, milk, and chocolate.
Nestle is one of the top names in the world when it comes to nutrition, wellness, and health.
The organization was established by Henri Nestle at Vevey, Switzerland during 1866 and its
head officers are located over there. It has approximately 2,80,000 staff members and
operates in nearly all countries in the world. Its tagline also shows that Good Food, Good
Life. Its leading chocolate products in India are as follows:

Kit Kat: Created originally by Rowntree,s based in York, England. Kit Kat is produced on a
global scale by Nestle that had acquired the company during 1988. Kit Kat is a wafer biscuits
bar covered in chocolate. Every bar is made up of fingers that contain 3 layers of wafer that
are covered by chocolate on the outside. Each bar can be eaten separately. Kit Kat bars with
only one finger are fairly popular as well.

Milky Bar : Made by Nestle, Milky Bar is composed of white chocolate. It is also available in
the several countries in addition to India.

Nestle Crunch : A Nestle product made from crisped rice and chocolate. It was launched
during 1937.

OBJECTIVE OF THE STUDY

To know the consumers awareness about chocolates and their advertisement.

To study the impact of advertisement of chocolates.

To know the effect of advertisemnt of chocolate on cunsumers.

 RESEARCH METHODOLOGY
Research methodology is the process used to collect information and data for the purpose of
making business decisions. The methodology may include publication research, interviews,
surveys and other research techniques.

Research Type:

In this report i have used descriptive research technique.

Discriptive research include surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. The
main characteristic of this method is that the researcher has no control over the variables.

Data Collection:

PRIMARY DATA is the data which has been collected through personal contact.
 Through Questionnaire
Through Personal Interaction

SECONDARY DATA is the data which are available in the form of fact and figures. The
sources of secondary data are:

Websites
Magazines
Articles

Sample Plan:

SAMPLING TECHNIQUE For my survey i have used Probability sampling technique. It is

also known as random sampling or chance sampling. Under this sampling design, every
item of the universe has an equal chance of inclusion in the sample.

SAMPLE SIZE - Sample of 30 people was taken in order to conduct the research.

UNIVERSE In accordance to the specified research universe is Lucknow city.

DATA ANALYSIS

Q 1) KNOWLEDGE ABOUT CONFECTIONERY PRODUCT ?

IS THE PRODUCT IS THE PRODUCT

Chart Title IS THE
KNOWN, NO, 15%, KNOWN, , 0, 0% PRODUCT
15% KNOWN, ,
0, 0%

YES
IS THE PRODUCT
NO
KNOWN, YES,
85%, 85%

With
the survey about confectionery product result has been drawn about how much customer
know about it. According to the data collected around 85% of the customers know about it
whereas the rest 15% do not know.

Q 2) MOSTLY EATTED CONFECTIONERY PRODUCT ?

 Column1, Column1,
HEALTH BUISCUITS,
DRINKS, 20%, 15%, 15%
20%

BUISCUITS
CHOCOLATES
Column1, Column1, WAFERS
WAFERS, 5%, CHOCOLATES,
5% 60%, 60% HEALTH DRINKS

In the above pie chart we see the position of various confectionery products which customers
like to eat.

Q3) DO CUSTOMERS EAT CHOCOLATE ?

Column1, , 0, 0%
Column1, NO, Column1, , 0, 0%
20%, 20%

YES
Column1, YES, NO
80%, 80%

As the above chart shows that 80% customers eat chocolate and the remaining 20% do not eat
chocolate.

Q 4) CHOCOLATE BRAND PEOPLE PREFER?

 MARKET MARKET
CAPTION, CAPTION, , 0,
AMUL, 25%, 0%
25%

MARKET CADBURY
MARKET CAPTION,
CAPTION, NESTLE
CADBURY,
NESTLE, 20%, 55%, 55% AMUL
20%

As the above chart show that most Indian customers like to eat Cadbury chocolate than Amul and
then Nestle.

Q 5) WHICH BRANDS CHOCOLATE IS MORE TASTY ?

Sales, , 0, 0%

Sales, AMUL,
32%, 32% Sales, CADBURY,
43%, 43%
CADBURY
NESTLE
AMUL
Sales, NESTLE,
25%, 25%

Q 6) WHICH CHOCOLATE ADVERTISEMENT PEOPLE LIKE THE MOST ?

Q 7) WHICH BRAND GIVES CHOCOLATES AT LOWEST PRICE ?
Q 8) CHANGES MADE BY THE ADVERTISEMENT OF CHOCOLATE ON THE
BUYING BEHAVIOUR OF CUSTOMERS ?

Q 9)
FINDINGS
CONCLUSIONS
 SUGGESTIONS & RECOMMENDATIONS

QUESTIONNAIRE
NAME

GENDER..

AGE

OCCUPATION.

CONTACT NO.

EMAIL ID

1. Do you eat confectionery (sweet) products ?

o Yes
o No

2. Which confectionery product you like the most ?

o Buiscuits
o Chocolates
o Wafers
o Health Drinks

3. Do you eat chocolate ?

o Yes
o No

4. Which chocolate brand you like ?

o Cadbury
 o Nestle
o Amul

5. Which brands chocolate is more tasty ?

o Cadbury
o Nestle
o Amul

6. Which chocolate advertisement you like the most ?

o Cadbury
o Nestle
o Amul

7. Which brand gives you chocolate at lowest price ?

o Cadbury
o Nestle
o Amul

8. Does the advertisement of chocolate makes any change on your buying

behaviour ?

o Yes
o No

9.
BIBLIOGRAPHY