The Marketing Plan for Chocolate Development and Promotion

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December 06, 2011
Nipa Saha
Senior lecturer,
Department of Business Studies
State University of Bangladesh
Subject: Letter of Transmittal for Submitting the Report

Dear Madam,
We are submitting our Term Paper and would like to take the opportunity to thank you for your guidance and supervision in its completion. We completed our Term Paper for Report on the "Marketing plan for chocolate development and promotion ". We have tried our best to organize all the necessary information related to the topic and present relevant facts and figures. The report has its due limitations and conducting the assignment was not without difficulties. Please accept our apology for the same. However, with your guidance, it was completed in the best possible manner. Your kind appreciation will glorify our endeavor.

Regards,

Sabrina Islam| UG01-23-10-041|
Farjana Rahaman| UG01-23-10-040|
Sadia Sulatana| UG01-23-10-052|
Fahima Sultana| UG01-23-10-039|
Taslima Akter| UG01-23-10-041|

ACKNOWLEDGEMENT
One of the most pleasant aspects of writing an acknowledgement is the opportunity to thank all those who have contributed to it. Unfortunately, the list of expression of gratitude- no matter how extensive – is always incomplete and inadequate. This acknowledgement is no exception. First of all, I wish to express my sincere gratitude to ………………… for giving me opportunity to do research under her profound guidance. Because of her inspiring guidance, motivation, positive criticism, continuous encouragement and untiring supervision this work could be brought to its present shape. I would like to thank all of them who in one way or the other have helped me.

I would like to extend my sincere gratitude to our Lecturer Nipa Saha for her guidance and those who in one way or the other have helped me.

EXECUTIVE SUMMARY
New product are the lifeblood o an organization. However, new product development is risky, many new product fail. In our project we laid out a process for finding and growing successful new products. Once introduced, marketers want their products to enjoy long and happy lives. Every product passes through several life cycle stages and that each stage poses new challenges requiring different marketing strategies and tactics. The topic given to me was:

“MARKETING STRATEGIES OF CADBURY”
I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my studies in the institute. I have tried to put my maximum effort to get the accurate statistical data.

Objective of the report
My main objective of the study on this project is to demonstrate the marketing strategies of Cadbury India Ltd.
And to arrive at my findings, I have done few analysis:-
(a) SWOT Analysis
(b) PEST Analysis

And also 5 P’s of Marketing:-
• Product
• Price
• Physical Distribution
• Promotion
• Positioning

Research and methodology
The objective of the study is to formulate a Marketing Strategy for any new entrant in the Chocolate Industry. While recommending the said strategy detailed information from both primary and secondary sources was collected and analyzed. This included: ≠Primary Sources

Four level primary information collections were undertaken. To analyse buying behavior and in order to gain an insight into the buyer need-satisfaction level, a questionnaire was formulated and administered among 80 people. The profile of the respondents was as follows: 1. Consumers of chocolates – 12 years + in Dhaka. This was since; chocolate consumption was witnessed amongst all age groups. 2. A distributor was also interviewed so as to get pertinent information regarding the most important ‘P’ of FMCG marketing – Place. 3. Extensive interviews were conducted with retailers in the Dhaka area. These included super shops, grocery shops, bakeries, departmental stores, markets...
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