Market Research Proposal - Cadbury

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Market Research Proposal
Launch of White chocolate by Cadbury

Submitted to
Prof. Satya Bhushan Dash

Submitted by
Gaurav SinghPGP25017
Hariharan DPGP25018
Himanshu GargPGP25019
Karthik SPGP25021
Girish SahaniPGP25042
Saradha NandhiniPGP25047

March, 2010

Table of Contents
Management Decision Problem2
Marketing Research Problem2
Research Objectives2
Research Design and Methodology2
Research Tools2
Research Questions and Hypotheses2
Data Analysis Plan2
Appendix 12
Appendix 22
Appendix 32
Appendix 42
Appendix 52

The chocolate industry in India as it stands today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70 percent. The company's brands (Five Star, Gems, Éclairs, Perk, Dairy Milk) are leaders their segments. Till the early 90s, Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. The latter has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15 percent market share. The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Cooperative (CAMPCO) are the other companies operating in this segment. Competition in the segment will get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie.

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, Éclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Cadbury’s flagship brand Cadbury Dairy Milk is a brown milk chocolate which is being positioned to cater to the needs of people in all age groups. Cadbury Dairy Milk is marketed with number of brand extensions like * Dairy Milk Lite

* Dairy Milk Fruit n Nut
* Dairy Milk Silk
* Dairy Milk Wowie
* Dairy Milk shots
* Dairy Milk Temptations
* Dairy Milk Crackle
* Dairy Milk Roasted Almond
* Dairy Milk Whole Nut
Despite having a wide brand portfolio Dairy Milk does not have a variant in the white chocolate or milk chocolate segment in India. The white chocolate segment in India is being led by Milky Bar, which is the flagship brand for Nestle chocolates in India. Though Dairy Milk Wowie has some while chocolate in it, Dairy Milk has not been able to capture the market share of Milky bar using Wowie. Management Decision Problem

The management decision problem faced by the management is
“Whether to launch a white chocolate variant of Dairy Milk to capture further market share in chocolate industry” Marketing Research Problem
The marketing research problems are
1. To analyze the need and demand for white chocolate compared to brown chocolate 2. To identify the demographic and psychographic profiles of the target consumers who are the current consumers of chocolate 3. To identify the drivers for sales of chocolate (white chocolate in particular) Research Objectives

1. To understand the profile of current users and non-users of chocolate customers 2. To understand the buying behaviour of the various age groups in purchasing and consuming chocolates 3. To determine consumers mindset to current chocolate brands and scope for new variants of chocolate 4. To determine the impact of  pricing and promotion as a driver in purchase of chocolates Research Design and Methodology

As shown by the MDP and MRP obtained via the FGD and in depth interviews the primary objective of Cadbury India Ltd is to explore the opportunity for a new chocolate variant( white chocolate...
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