Chocolate and Dairy Milk

Topics: Chocolate, Brand, Marketing Pages: 30 (8220 words) Published: August 27, 2013
Promotional Strategies of Cadbury Dairy Milk and its effect on Brand Value of CDM in Consumers (both Rural and Urban) in Gurgaon

Submitted By Group 1 Abhishek Sharma (11P121) Aditya Ahluwalia (11P122) Ankit Mangla (11P123) Ankur A Jain (11P124) Ankur Gupta (11P125)

Marketing Planning 1

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Table of Contents
DECLARATION ............................................................................................................................................... 2 EXECUTIVE SUMMARY .................................................................................................................................. 3 Purpose ......................................................................................................................................................... 4 Objective ....................................................................................................................................................... 4 Justification ................................................................................................................................................... 4 Significance: .................................................................................................................................................. 5 Cadbury Dairy milk Swot Analysis ................................................................................................................. 6 Outline of the Project.................................................................................................................................... 7 Literature Review .......................................................................................................................................... 8 Promotional strategies - What it is and what are the various channels used? ........................................ 8 What is Brand value / recall, how it is developed and is value for the company? ................................. 10 History of Cadbury and Evolution of Promotional Channels History...................................................... 11 Differentiating Factor for Promotion in Rural and Urban ....................................................................... 13 Hypothesis Development ............................................................................................................................ 14 Methodology........................................................................................................................................... 14 Data Collection and Analysis ................................................................................................................... 15 URBAN POPULAION SURVEY ANALYSIS .............................................................................................. 15 Rural Population Survey Analyses:...................................................................................................... 16 RETAILOR SURVEY:- ............................................................................................................................. 17 Results and Conclusion ............................................................................................................................... 19 Hypothesis Testing: ................................................................................................................................. 19 Limitation and Implication .......................................................................................................................... 21 Future Research .......................................................................................................................................... 22 References and Appendices ........................................................................................................................ 23

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DECLARATION
We hereby declare that the project work entitled “Promotional Strategies of Cadbury...
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