INDIAN CHOCOLATE INDUSTRY
Submitted in the partial fulfillment of the
award of the degree of
(MBA IV SEM)
ENROLLMENT NO. A1808707012
AMITY INTERNATIONAL BUSINESS SCHOOL
(AMITY UNIVERSITY,NOIDA, Sec-44.)
I would like to pay my gratitude to Mr. ASHOK CHAUHAN (CHAIRMEN), and also wish thanks to Dr. GURINDER SINGH, (GENERAL DIRECTOER) AMITY BUSINNESS SCHOOL International Business programme.
Again, I greatly appreciate the diligent support provided by all my colleagues, both academic and professional and the faculty members if AMITY for their wholehearted support and co-operation.
Last but not the least, I would like to thank Mr. D.C CHAOUDHARY, my project guide for his valuable insight and unending guidance. Above all, I thank God for giving me courage and wisdom to complete this piece of work successfully in time.
3. Research Methodology
4. Chocolate Industry
5. Chocolate in a Bloom
6. Chocolate Industry in India
7. Major Players
11. SWOT analysis of Cadbury
12. Market Segmentation
13. Psychographics and Demographics
14. Product Positioning
15. Product Market Boundary
16. Price Sensitivity
17. Consumer Buying Behavior
14. Industry Structure and Dynamics
15. The Rural Conundrum
16. Key Success Factors
17. Product Life Cycle
19. Procter's 5 Force Model
18. Rural Market Initiatives
The Cadbury’s India’s number one chocolate is able to share with their market insights based upon unparalled breath of chocolate experience.
The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionery and soft drink market intech UK and becoming a major force in the international market. Cadbury Schweppes today manufactures product in 60 countries and a trade in staggering 120.
This project is a sincere effort to look for the market potential in chocolate and confectionery industry. A descriptive research procedure had been applied to come to the conclusions of the project. The project later concluded in recommending the market potential of the chocolate and confectioneries.
Chocolates had its beginning in the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made bitter frothy chocolate out of them. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredients of chocolate is cocoa grown mainly on equatorial zones and of the consumers looks for variety he goes in for some of that company’s own sugar milk solids and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost.
The following report studies the chocolate industry in India and in particular the position of the chocolate brand - Cadbury. The brand name chosen is the umbrella brand as it was felt that the corporate name is recognized as brand not so much its individual products. The study focuses on the marketing and the advertising, employed by Cadbury in the context of the Indian macro environment and industry structure. The advertising strategy is studied with respect to Cadburys business and marketing objectives. The strategies adopted are then analyzed for each product offering. Considering the strategies of Cadburys major competitor follows the analysis, nestle India ltd. to get an understanding as to where Cadburys stands.
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