literature review on sales promotion strategy cadbury

Topics: Sales promotion, Chocolate, Marketing Pages: 27 (12263 words) Published: October 29, 2014

A STUDY ON
THE SALES PROMOTION STRATERGY OF CADBURY
A PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES
SUBMITTED TO
DON BOSCO COLLEGE, KURLA
SUBMITTED BY
MONESH DUMBRE
[University Roll No. ]
PROJECT GUIDE
PROF. PUNIT D’SOUZA
SUBMITTED TO
UNIVERSITY OF MUMBAI
ACADEMIC YEAR 2014-15
A STUDY ON
THE SALES PROMOTION STRATERGY OF CADBURY
A PROJECT REPORT
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES
SUBMITTED TO
DON BOSCO COLLEGE, KURLA
SUBMITTED BY
MONESH DUMBRE
[University Roll No. ]
PROJECT GUIDE
PROF. PUNIT D’SOUZA
SUBMITTED TO
UNIVERSITY OF MUMBAI
ACADEMIC YEAR 2014-15

CERTIFICATE
I hereby certify that the work which is being presented in the BMS Project Report entitled “THE SALES PROMOTION STRATERGY OF CADBURY”, in partial fulfillment of the requirements for the award of the Bachelor of Management Studies and submitted to University of Mumbai is an authentic record of my own work carried out in the academic year 2014-15 under the supervision of Prof. Punit D’Souza, Department of Management Studies. The matter presented in this Project Report has not been submitted by me for the award of any other degree elsewhere. Signature of Student

Monesh Dumbre ( )
This is to certify that the above statement made by the student is correct to the best of my knowledge. Signature of Guide Signature of External Guide
NameName Date Date
Signature of HOD Signature of Principal
Name Name DateDate
SEAL OF COLLEGE
ACKNOWLEDGEMENT
I would like to place on record my deep sense of gratitude to Prof. Mamatha D’Souza, HOD-Dept. of Management Studies, Don Bosco College, Kurla, India, for her generous guidance, help and useful suggestions. I express my sincere gratitude to Guide Prof. Punit D’Souza, Dept. of Management Studies, Don Bosco College, Kurla, India, for her stimulating guidance, continuous encouragement and supervision throughout the course of the present work. I am sincerely grateful to my teachers, my family and friends who have been very supportive with their encouragement and valuable advice, due to which this Project has seen fruition. Signature of Student

Monesh Dumbre ( )
ABSTRACT
Though the Indian market has lot of potential to expand, it is very hard to survive in this kind of market. The Indian market has cut throat competition may it be in FMCG sector or consumer durables. Increasing growth can be achieved at the expense of competitors. This results in companies trying to gain competitive edge through increasing differentiation in their brands emphasizing how they meet the needs of customer. Today’s consumers are becoming harder please. They are smarter, many more competitors with equal or better offers approach more price conscious, more demanding, less forgiving and them. The challenge is not only to produce good products but also to make people buy them. Now on such a competitive field it becomes a Herculean task for a company to differentiate its brands and make them stand out among the diverse range. The company tries to overcome such difficulties by introducing various marketing strategies and advertising techniques, sales promotion is now a day’s widely used strategies by various companies. Various sales promotion techniques helps the company to increase its sales by offering something free with the product or by offering the product at lower cost if purchased at a large quantity. This increase in sales is generally short term. Promotion helps the company to create awareness and interest towards the product that is followed by the desire to buy the product. Time has changed gone the days when child would sit back and obey...
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